Features Versus Benefits

Customers buy solutions to their problems, but it’s tempting to try to explain all of the features that make your product great. So do this work in your journal, not with your customer:

1. Brainstorm a list of your product features.

2. Next to each feature, describe the benefit of those features. Make sure to highlight benefits in promotional materials.

3. List the problem or problems your product solves. What sort of thing is a hassle or issue for your audience? They know your product is a perfect match for them because…

Remember, your promotional strategy answers these questions: What is the niche your product belongs in? Who are your ideal customers? What makes your products and service unique in the marketplace? How ...

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