In an ideal world, we’d all be able to do everything for everyone, and nobody would ask what you specialize in. But we don’t live in an ideal world – and being able to define your niche is a critical factor in being able to attract the clients and the business you want. There are [...]

Warning: this may be difficult to accept for traditional marketers. Of course, everyone knows that all great sales and marketing focuses on the benefits, right? And the higher level the benefit is, the better. There’s only one problem with that: it’s wrong. Telling your prospects you’ll help them — insert any high level benefit, like [...]