Look at a lot of what passes for marketing, and you’ll come to the conclusion that many companies believe this: simply state the facts, and prospects will be persuaded. But it doesn’t work that way. Even if you’re the best at what you offer, you have to demonstrate how you’ll make life better. Facts matter, but persuasion is based as much on emotion as logic. Use the facts as a springboard to show how you’ll rock the prospect’s world, and sales will follow.