The product or service must create value for each of its consumers. It must satisfy consumers' unique differences, not their commonalities. The consumer is asking for unique solutions to satisfy unique needs.
You must focus your message on customer benefits. Know what your customer's needs, and communicate the benefits of your product or service as they relate to fulfilling those needs. For example:
Less effective - "This phone has an HD video camera."
More effective - "This phone lets you record and edit stunning HD video. So it's the only phone - and the only camera - you need to carry with you."
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