One of the biggest challenges for any marketing effort is developing an engaging message (story) that is designed to benefit a prospect or customer versus the business decision maker. It’s not uncommon for the owner or a decision maker of a business to use valuable space and time in a print ad, web page, video, blog or any other medium sharing self-serving content that has no value for the customer. Remember, your target audience’s main goal is discovering what’s in it for them. That’s not to say that your customers won’t ever be interested in your business’ background information but your immediate objective is to earn your customers’ respect by sharing relevant content or offers that are truly meant to be beneficial. Creating a two-way relationship with the people who buy from you is the most effective and least expensive method of gaining good marketing data about your customer base.