Posts tagged beyond benefits
Dig Deeper Part 2 - It's Never About WHAT You're Selling

It doesn't matter if it's a sales page or a product description.  It's NEVER about WHAT you're selling.  It's always about the OUTCOME.  That's what you're actually selling.  Yet, you see very few websites or businesses that do this well - if they remember to do it at all.

The first mistake is listing the features.  Here's where you flat out describe the product or service in a "this is what I'm selling and this is what you'll get" sort of manner.  Zero frills and zero imagination.  The problem with this is that you reduce your product or service to nothing more than a commodity in the eyes of your customer. 

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