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No one else cares. And they tune you out.

The opposite of love is not hate. It?s indifference.

Is your advertising suffering from indifference? If you?re not selling benefits that someone will drool over (the equivalent of a tender, juicy bar-B-Q chicken fillet sandwich), you?re wasting your ad money.

And if your ads only appeal to those people who don?t make a difference to your bottom line (i.e., cats), maybe it?s time you re-adjusted your advertising focus.

Here are the two questions you must answer: What do your potential customers crave? And how is that craving satisfied by you?

Let me repeat that, because it?s that important.

What do your potential customers crave?

And how is that craving satisfied by you?

Write that down somewhere. Bring it to your next team briefing or sales meeting, and ask everyone to answer these two questions, either on a sheet of paper or in a group discussion forum. Focus your energies on them, and listen to what the group is saying.
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