Take out a sheet (or 2) of paper and answer the following questions:

  • What is the product or service I’m selling? What is it made of? (these are its features)
  • Why was it developed? (what problems does it solve? These are the benefits)
  • Where did it originate?
  • When was it discovered?
  • Who invented or discovered it?
  • How is it made?

Uncover everything you can. Especially the emotional benefits of owning or using it.

Only after you identify your objective, familiarize yourself with your target audience, and know your product or service thoroughly, is it time to start the real work.