Business owners need to do three primary things in their business:  Be Passionate, Be Remarkable and Get Results.  That's it.  The rest is administrative.

Be Passionate speaks to the reason why you do what you do for your living.  If your business should reflect who you are and the life that you want, then passion is your reason for getting up and going to work.  Passion is the emotional tug for doing what you do; it is the thing(s) that pulls you toward something, like a bug to a light.  Passion gets you through the tough days ... and customers.  It leds to what some say is the most important quality of an entrepreneur -- persistance.  Staying power.

Be Remarkable is what separates you from others who play in the same puddle as you do.  Every prospect wants to work with an expert.  The question is, "Are you special enough to get and keep my attention?".  Being remarkable allows you to give away stuff for which you previously charged (say, a free consultation or book) so that you can command a premium for what is now scarce -- your service.

The online revolution has made it easier and cheaper (often free, or almost) than ever to establish your brand and promote yourself.  Moonfruit.com allows you to very inexpensively create your own website in very little time.  What is scarce is the expertise to make it really shine with sharp graphics and compelling content.  The platform (Moonfruit) is virtually free; the expertise to present a powerful message is scarce. 

Determine what is truly remarkable (scarce) about you and build your brand around that.  Never be afraid to give away what is necessary to create a warm introduction with your prospects.  Be abundant here, and scarcity will make you a "sought-after commodity".

Get Results is why every prospect will decide to pay you for your service.  They want what they believe you can help them achieve.  No one minds spending money, they just don't want to feel dumb for doing so.  In fact, they'll energetically trumpet to the world that they paid you an arm if they feel they got an arm and a leg in value.  Bottom line:  it's the bottom line.  My favorite Zig Ziglar line is "Spend enough time helping enough people get what they want, and you'll get what you want".

Helping your clients get results makes them remarkable.  And after all, isn't that what everyone wants to become?