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Your number one focus in marketing your small business should be addressing your customer`s need. The verbiage that you use to promote your product or service should be words that speak of satisfying that need.
Ho-hum customer driven copy:
"We have the Best Prices and Great Customer Service"
Customer can see `Satisfaction` copy:
"Our plumbers respond to your plumbing emergency in 30 minutes, guaranteed"
It`s not about how great you are, it`s about what`s in it for them...Your customer.