You’ve seen/heard these ads a million times that say: “For all your ________ needs.”

Trouble is, we never remember who says it, because EVERYBODY says it. And the reason everybody says it? Fear. Fear that if I don’t offer you everything, you won’t come in for the ONE thing you need.

When writing to attract business, focus on the ONE thing you do best. Not everybody will use your service, but those who need what you do will be able to find you. And those are the customers that will come back to you … again and again and again …