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The things they want the most. Again, we're talking about the marketplace here, not just the product or service you sell. You want to prove you can deliver the goods and make good on your promises. You have to convince them you have something they can't get anywhere else. That's where your unique selling position or USP comes in. Give them a strong reason why they should trust and do business with you. If it's too easy for them to get what you have from somebody else.
A good reason to decide to do business executive list with you. The more you can deliver the idea that they can't get what they want somewhere else, the more likely they'll be to choose to do business with you. If you'll do these three things -- attract the right people while repelling the others, build their trust through the offer, and then prove to them that they need to do business with you and you alone -- you can get more people to give you more money, more often, and for more profits.
Things right, or you'll chip away at your profits. I've used this strategy effectively for years, and so have many of my colleagues. Remember: lifelong customers are always more important than a particular product or offer. If you make them happy, they'll eagerly await what you have to offer next. That should be your goal: acquiring lifelong customers by attracting the right kind of people who come back again and again. Now, this doesn't work equally well for all businesses; a realtor won't be selling houses to the same people every week or every month, but they can still build a relationship.