see, after coming into contact with tens of thousands of business owners every month and speaking with thousands from all over the world, I’ve noticed that not even 1% of businesses put together advertising that builds any kind of a case for a prospect to want to buy their products or services. Instead, it just fires features and benefits at the prospect, serving no more purpose than to announce, ‘We exist, so buy our stuff’, instead of giving a compelling reason why they should do business with you.
