Have you ever caught yourself thinking “so what” when somebody is telling you what makes their product or service so amazing? This isn’t an uncommon reaction because most people are only telling you about the features of their product or service, and forgetting to explain the benefits entirley.
Relying on your prospective customers to extrapolate the benefits to them of using your products or services is risky. They may not understand your products and services well enough or it may even seem too much like hard work – especially if you have a savvy competitior who has done all the hard work for them.
In marketing we have a phrase called FAB – features and benefits.
