You're trying to sell something to an entrepreneur. What's top of mind for him or her?
Himself or herself, of course. (No points for getting that one right.)
I was reminded of this when talking to a Western Canada business owner this week. "What can you do for me?" was his first question. "What else can you do for me?" was his second question. And his third.
This show the importance of the old adage, "Don't sell features, sell benefits." All your target market cares about is, "What can you do for me NOW?"