Don't Advertise Why You Sell. Advertise Why They Buy.

Most businesses know why they sell what they sell. They love the craft. They believe in the product. They built the business around it. And then they build their advertising around it too, which is exactly where the money starts disappearing. Because why you sell is never why they buy. Coke doesn't advertise sugar water. Porsche doesn't advertise engineering specs. Life insurance companies don't sell financial instruments. And if you're in home services, you are not selling wrench-turning, ro...