While on a visit to Miami and strolling down Ocean Drive, as one does while in that lovely city, at various points I would pass one of several young men on the street selling CD’s of their own music.
One of these gentlemen obviously understood the need to focus on the customer’s concerns and promote those qualities which provide a benefit which is aligned with those concerns.
And he’d found a statement that differentiated him from the others in his chosen market as he was prompting people to buy his CD with the ‘theme statement’: