Most business owners and entrepreneurs spend tens of thousands of dollars developing a product or service before they’ve done deep market research or put together their offer or sales message. They then try and mould their sales pitch to fit what their product and service can actually do, removing this claim or promise, or that benefit, ultimately castrating the sales message from the get-go. The right way to approach this is to write your sales message before ever creating the product and service. Make the biggest claims, give the market what they’re starving for, create the dream-come-true
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