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Features, Functions, and Benefits
When creating The Anatomy of Persuasion seminar-workshop, I asked for ideas and suggestions from friends and acquaintances who had been active and successful in the training business. One such person was an outstanding director of training I had known for many years. His effective and innovative programs, especially in sales and marketing, had earned him an enviable reputation. He asked me if I planned to include the subject of features and benefits. I told him that I did not, because although I knew the vital role this concept plays in the persuasion process, I believed that most of the people we expected to train already knew enough to make its inclusion seem repetitive and boring.
He told me point-blank ...
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