Customers Don’t Buy What You Do

Customers don’t buy chimney cleaning services. They buy safe, roaring fires.

Customers don’t buy Terry Cloth, sponges, soap and wax. They buy bragging rights for their shiny car.

Customers don’t buy legal services. They buy protection or vengeance or ego or money (or all of the above).

Customers don’t buy what you do. They buy the benefit it derives.

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