Remember the call sign of the radio station made famous by Murray Raphel? What´s in it for me. WIIFM. That´s the only thing that the consumer is thinking about when he or she reads your ads. All advertising must focus on fulfilling the needs of the customer.

Prospects don´t care about your business but they are interested in how your business can solve a problem or meet a need that will help improve their situation.

Always focus on people´s needs.

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