Dale Carnegie once said:
People aren’t interested in you, they are interested in themselves. 
And he was right.
People don’t buy products, they buy solutions to their problems.  Your job, if you want to be a successful business owner, is to create solutions for your clients.  Your second job is to create your brand so that your clients chose your solution over the competition.  I truly believe a brand isn’t a name, or a logo. It’s the way you make a customer feel about themselves. If someone shares your lifestyle, or standards, chances are they will do business with you because they identify with you, and want to be included in what your company stands for.  People spend an unbelievable amount of money on a phone or computer with an apple on in because they trust the brand, they want to be part of what it stands for- quality, a certain level of income (because it takes that to afford one lol)- they feel safe and confident when placing their money in the hands of Apple.  The same thing goes with any product- choosing a saddle maker, a brand of makeup, boots, you name it.  Many people can offer a solution to your problem- needing a reliable computer, a well built saddle, quality makeup- but it comes down to how a specific brand makes the consumer feel that determines where they spend their money.  Take a moment and write down precisely what you can offer your potential market, and you’ll be amazed at how the performance of your business improves!
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