What are the problems your products or services are the solution to?
Are you communicating the problems clearly to your market?
Do they know they have the problem, or do you need to educate them ?
People don't buy products, they buy solutions to problems.
In this video, Rich outlines the importance of communicating the problems to the customer rather than pushing solutions. He also highlights the importance of reminder the customer what it feels like to have those problems!
People buy on emotions and justify with logic. So get emotional about the feelings the problems conjure.
Rich suggests that you highlight the features and benefits your products or services, and in doing so, become the solution.
It is also important to put a bit of YOU, into your story or sales pitch, so you become YOU-nique in a crowded market place