Marketing is supposed to help facilitate your prospects' decision-making process. There are prospects out there that need to buy what you sell. Sometimes they need to be educated to the fact that they need to buy what you sell in the first place, and other times, they already know that they want it, but they need help deciding who they should buy it from. Often, they think they might want what you sell, but they have questions and concerns that need to be overcome before they will pull out their credit card or checkbook.

But consider this.

Because these prospects are not experts in what you do, or their exposure to what you sell is quite low, they do not really know the relevant issues surrounding the purchase. They don't know how to make the best decision, they can't tell the difference between the BEST deal and a major mistake, which leaves an opportunity for you to provide them with this information, and then guide them through the buying process.


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