They want to do something or be something — and the reason they buy your product is their hope that it will help them do that something or be that something.
Your job is to help them to be something they want to be or do something they want to do.
Help them use your product to do that or be that, and your product will sell itself.
Continue helping them do things they want to do and they will buy more and more of your products.
Stop hyping. Start helping.
Stop selling. Start solving.
Stop targeting. Start talking.
It’s the only kind of marketing customers love.
Later: Or as Kathy Sierra says, help your customer be awesome. (via: Mike Orren)