People don’t buy features.
They don’t buy products.
They don’t buy services.
They buy benefits.
“Your listeners are asking themselves,
“Why should I care?”
The clearest messages require
a specific, tangible explanation.
If your product
helps your customers make money,
tell them.
If it helps them save money,
tell them.
If it makes it easier
or more enjoyable for them
to perform a particular task,
you guessed it… tell them.
Tell them early, often and clearly.
Don’t leave people guessing.”
How do people
benefit from your products?