It comes back to how you are solving a problem rather than selling a product. The product that is purchased is going to save you time or is going to make your business more efficient. That’s the biggest challenge, it’s not selling something that people are already very aware exists. Often products in the tech space do come with quite a high cost and your marketing Business to Business so you need to get the right people to understand what your product does and be interested enough to take the next step.   A key takeaway from our TMG interview with Sacha is that the USP is so important because a lot of what you are selling is unique for a reason. You must give people a reason to be interested in the product. There are so many new products, solutions and new things out there so you need to tell people in a clear concise way what can we offer you. Why are we different? what’s special about our product? There are so many marketing messages out there.   Your USP needs to grab the right person. You need to understand your product, you need to understand your target market. You need to be telling them something that is going to make them click and find out more. Never assume that you know what your audience wants or what they are thinking. It’s always worth going out and doing some research about your target market and finding out what about your product your clients like the best. Sometimes you will get some amazing things back that you never actually realised were of value.   In this podcast, the incredible Sacha McGregor talks to Brittany Jackson about her story from creative writer to business development specialist to creative director and founder of follow my lead. With over 20 years of marketing experience, Sacha will talk to us about her experience in Tech Marketing and the lessons she has learnt from her own business experience.