It always pays to assume your prospects begin in a state of Preoccupation. Begin your marketing approach in a way that breaks their Preoccupation and… - Josh Kaufman

ERG theory”: people seek existence, relatedness, and growth, in

Garvin’s eight factors in terms of questions: Performance — how well does it serve the intended purpose? Features — how many useful or valuable benefits does it offer? Reliability — what is the probability it will break, malfunction, or fail when used? Conformance — how well does it meet established standards? Are defects common? Are acceptable replacements available if I need them? Durability — how long will it work? Serviceability — if something goes wrong, is it easy to fix? Aesthetics — is the subjective experience of using it pleasurable, attractive, or reassuring? Perception — does it have a good Reputation and deliver better results than anticipated, to avoid the Expectation Effect?

At the core, all successful businesses sell the promise of some combination of money, status, power, love, knowledge, protection, pleasure, and excitement. The better you articulate how your offer satisfies one or more of these drives, the more attractive your offer will become.