Here’s an old marketing joke.
Question: When is a benefit, not a benefit?
Answer: almost always.
Okay. So, we don’t do good jokes. You probably aren’t splitting your sides.
But, you might take my point. Ask most business owners what benefit their customers get from choosing to buy from them, and they almost always answer in features.
Perhaps I’ve gone too far, too quickly. I’ll rein back.
Benefits are the crucial facts needed to win any sale.