In order to (figuratively) grab your prospects and make them listen to what you have to say, it's critical for you to understand and remember what they want the most: value and benefits. That's basically it, at least at first. They don't care about your company or you, much less your products or services, except insofar as those things give them what they hunger for. If the benefits of what you offer make it worthwhile to them, they'll happily give you their money in exchange. Remember: it's always about what the customer wants. Not what you want or think they should want, but what they really want; and not necessarily what they need, either, because all we truly need as human beings comprises a very short list: food, water, shelter, companionship, and a little medical care. Our desires are what truly drive us. Most humans are selfish people, even when we're trying to do good things. It's even selfish to give people gifts sometimes, because you feel good w...