Sometimes we (entrepreneurs) get trapped into thinking that people will inherently understand the value of our offering. How can they not see the painstaking attention to detail, genius of the branding, the blood, sweat and tears! Well, they don’t. So don’t expect them to; customers don’t have to care. They haven’t been living with your product for as long as you have and its your job to educate them. Also since you have been living with your product a while, watch out for selling points you may have forgotten or taken as given.

Tell people every last aspect of what makes your offering deliciously irresistible. QVC does as great job of this, they’ll remind you of just how revolutionary the handle on a mug is and the 101 uses of a scarf. It may seem pedantic but showing the mileage of a product builds the value story. Don’t take for granted whats good about your product, spell it out.