Customers buy your products based on the benefits they get from it. Those benefits come from your products’ features. Both are important, but benefits make sales. Features just describe how something looks or works. For example, you’re selling a new laptop. A feature is that it has a new blue-cover screen. That’s great! But that’s not clear to the customer how it helps them and makes their life better. You should highlight the benefit—how it helps the customer. Instead of just a “new screen,” you should say “The new blue-cover screen blocks damaging blue rays, so your eyes are protected, letting you get better sleep while also reducing headaches from looking at a blue screen for too long.” Talk about the benefits and show the customer how you’re making his/her life better.
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