How many potential customers don't take action because they:
- Assume that what you provide isn't a good fit for their business
- Don't fully comprehend the relevance of your products/services to their operations
- Haven't been convinced that the potential benefits greatly outweigh the cost of upgrading their equipment or switching to your service
Without establishing and re-establishing the value of your product / service in the minds of prospective customers, without reinforcing the key benefits as they apply to the consumer (who is most likely overloaded with other information in the first place) they will most likely never how their lives could be improved by doing business with you.
If people are not presented with the best information on which to act, everybody loses ground - the supplier, the customer, their respective organizations and stakeholders.
Ideally, every potential customer would fully comprehend the advantages presented by your offering and they would fully appreciate the value it confers, but the real world is far removed from this ideal... This is one of the reasons that Real World Interactive exists: to better communicate key information about physical things using digital tools.
In time, the creators of things & providers of services begin to assume that the value of their offerings is obvious, and yet the assumption that people will recognise and appreciate all the benefits of what you or your company offers can be a huge vulnerability.
Think of it this way:
The sheer amount of time invested... The love, care and dedication behind delivering a great service, bringing a product to market - the time & capital cost of all that research, development, due diligence, testing, deal-making and distribution...
Can potential customers be induced to appreciate your offering in greater depth than they currently do?