"Many sellers make the mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products."- Marketing pg 8
My "product" isn't necessarily a product, it is a cause. I am not selling something for people to buy I am marketing a cause to help the community.
"The best products are those that sell the most. Of course, your customers don’t care about how you sell; they care about how they buy." -http://www.pragmaticmarketing.com/courses/effective-product-marketing
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