Being All Things to All People Is a Marketing Dead End

If you’re selling to businesses, you already know that your prospects share some universal desires—they want more clients or customers, more income, and less stress. If you’re selling to consumers, you know they have universal desires as well—they want to save money, have more life enjoyment and satisfaction, and less stress.

So why is it that when you have a product or service that you know will deliver on one or more of those desires people aren’t jumping at the opportunity to do business with you?