Dave Pollard sums up marketing 101:  “Know what urgent problem you’re uniquely solving.”  Dave continues:

Over the years I have advised many entrepreneurs, worked with a lot of consultants, and coached executives. All three groups repeatedly make the same mistake: They try to introduce 'solutions' that are really interesting, quite feasible, and well within their area of competency, but which fail to uniquely solve an urgent problem (in the eyes of whoever is paying for it).

Here’s another nugget:

Unless you're willing to resort to such advertising hype, and burn a lot of bridges behind you, you need to focus on offering products and services that meet real needs. And if you're wise, you'll focus on urgent needs before important ones, because to most of us, there is always tomorrow to look after that important need, while the urgent need must be addressed today.

Go read his entire post.  It’s really great.