Uncover the desire
The purpose of marketing is not to create the desire on someone, but rather to help them uncover their latent need for something, and to convince them that your offering can address the need.
Marketing (or sales) that focus on creating the desire, normally lead to discomfort. This is what SPIN Sales preaches as well. Don't focus on your solution, but on the problems your customer has and how your offer can help them.
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Aquiles Carattino
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