Customers and Investors Don't Want Products. They Want Solutions.

To convert buyers and investors, sharing product knowledge is important, but you need more. Sure, you have to know the products and services you sell in detail. But product knowledge alone is useless, and that is where many marketing plans run afoul of the first law of marketing: Put the Customer First. Customers don't buy products or services. They buy solutions to problems, relief from an itch, satisfaction of a felt need. In short, they buy benefits.