You’re not in the technology business.

You’re not in the real estate business.

You’re not in the accounting, law, medical, hair care or retail business.

You are in the life-improvement business. 

On the business-to-business side, you are not in the CRM business.

You are not in the IT business.

You are not in the value chain business.

You are in the company-improvement business. 

Once you start thinking of yourself this way, you will start marketing like it.

So that instead of focusing on your features, tech specs and how your product or service works, you’ll begin talking about how you improve people’s lives or companies. Your marketing will become more emotional, compelling and focused on value instead of technique.

The first 80 percent of your marketing messaging should focus on you improve your customers’ condition.

The last 20 percent can focus on technology and technique.

So, start talking like you’re in the life improvement business.