Professional Documents
Culture Documents
Sales
Sales
example:
Customers will remember a benefit longer and more easily if it's expressed
accident."
Right: "If this car rolls, there's a good chance you'll walk away
unharmed."
Most people can only hold two or three thoughts at one time in their short-
Benefits that are generic to your product category can convince a customer
to buy... but not necessarily from you! Use benefits that differentiate you
Customers ignore benefits that are abstract and expressed using vague
adverbs and adjectives. Benefits that are concrete and specific are more