This Industry is the Pits!

And I mean that in the most loving way possible. Can you describe what you do without using the word "products?" Can you write a pre-approach letter to get an appointment without ever referring to a specific or a general laundry list of products? Instead of being the advertising equivalent of a Chinese restaurant menu with a long list of "stuff" you can sell, how about you start talking about what solutions you can offer? Here are six of them: