In a well phrased post, Seth Godin speaks again, here is a quote:
You know that your car is more aerodynamic. You know that your insulation is more effective. You know that your insurance has a higher ROI.
You’ve thought about it a lot because it’s your job to think about it. It’s your job to make those charts and tables and graphs and brochures. So you know it.
The problem is that your prospect doesn’t care about any of those things. He cares about his boss or the story you’re telling or the risk or the hassle of making a change. He cares about who you know and what other people will think when he tells them what he’s done after he buys from you.
