Congratulations to my client Jaynie L. Smith on the publication of her new book “Relevant Selling: Research Proves Customers Value More Than Just Price,” which I had the honor to edit. This powerful book is the companion volume to “Creating Competitive Advantage,” and together they reveal the secrets to effective targeted marketing. The bottom line? Make sure you offer what your customers really want. Not what you imagine they want or hope they want, but what they really must have. If you can do this, then the issue of price becomes much less important. It’s a valuable lesson that can help anyone – I found that it even applies to my own business!

“Relevant Selling” is from Executive Suite Press. Jaynie L. Smith is founder and CEO of Smart Advantage, Inc., a marketing/management consultancy whose clients range from mid-sized companies to Fortune 500 companies.

Thomas Hauck provides professional freelance book editing and ghostwriting services for authors and publishers.