It's very easy for us to have blinkers on with our own business, so much so that we can fail to see really IMPORTANT issues that come along. This is one of the reasons I'm such a fan of mastermind groups. When you meet in that environment with other like‐minded entrepreneurs, you get numerous fresh sets of eyes on your business, and they'll ALWAYS find important issues that you would have otherwise overlooked.

Dan Kennedy, my mentor, taught me a very powerful lesson. In a moment I'll share it with you and I'm sure it'll make sense to you, and be logical, but I guarantee you that you're making the mistake in your own industry. How can I say that? Because we ALL do, to some degree.

The mistake is in failing to realize what customers really want.

For example:

? If we're in the cinema industry, we think that we're in the business of selling movie tickets.

? If we're an author, we think that we're in the business of selling books.

? If we're a web designer, we think we're in the business of creating websites.

? If we're a consultant, we think we're in the business of providing consultancy services.

? If we manufacture and distribute hair care products, we think we're in the business of selling hair care products.

In every case, we'd be wrong. VERY WRONG! We MUST focus on the SOLUTION we provide rather than the METHOD USED to provide it. In other words, ask yourself, ?what's the END RESULT when someone uses my product or service??

So let's revisit the previous examples with this in mind. Look at the business we're really in:

? If we're in the cinema industry, we're in the business of providing inexpensive entertainment.

? If we're an author, we're selling valuable knowledge

? If we're a web designer, we're in the business of creating a way for a business to get and keep more customers.

? If we're a consultant, we're in the business of helping others to achieve higher sales and productivity.

? If we manufacture and distribute hair care products, we're in the business of making people look good.

Hopefully you get the point. This is SO important; I really can't stress it enough. Not doing this is a fundamental mistake that most businesses make. They usually focus on the product or service rather than the RESULT it achieves.

When you fully grasp and embrace this point, you're business will grow MUCH faster.

A useful phrase to assist you in finding out what you really do, is to say to yourself ?I help people??.' and then fill in the blank. That focuses your attention on the benefit, the end result.

For example:

? (For a seller of gym equipment): ?I help people get fit and feel good about themselves.?

? (For a seller of fruits and vegetables): ?I help people have a healthy balanced diet?

? (For a seller of cell phones): ?I help people communicate with their friends, family and business associates more easily.?

? (For an auto insurance salesman): ?I help people have peace of mind and the ability to sleep well

? at night without worrying about what would happen if they were in an accident.?

Can you see just how powerful this is? Please stop whatever else you're doing and take a few minutes to seriously study what you REALLY offer to your customers.

Guess what? What you REALLY offer is also what customers REALLY want. When you refer to the end result clearly in your advertising, promotion, eBay listings, whatever, then it's a very strong persuasive proposition that naturally urges customers to buy from you.

Why not make yourself a little sign for your office wall as follows:

?What Do Our Customers REALLY Want??

And another one that says:

? We Help People???..? (fill in the blank)