February 2012
Beginner
672 pages
17h 47m
English
book
Entrepreneurship Lessons for Success (Collection)
by Edward D. Hess Bruce Barringer Charles F. Goetz, R. Duane Ireland, Wes Moss
Content preview from Entrepreneurship Lessons for Success (Collection)
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Truth 41. Selling benefits rather than features
In their attempts to gain visibility, many new businesses make the mistake of promoting the features rather than the benefits of their products or services.
A promotional strategy that focuses on the features of a product, such as its technical merits, is almost always less effective than a strategy that focuses on what a product can do for the person buying it. For example, one of the most successful advertising campaigns ever launched by McDonald’s featured the jingle, “You deserve a break today—at McDonald’s.” McDonald’s could have stressed the cleanliness of its stores or the uniformity of its French fries, which are features. Instead, it struck a chord with people by focusing on one ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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