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 experience for your market. And then, and only then, start to develop the product or service to deliver on it.
