People Don’t Care About What You Care About!

People don’t buy a bed.

They buy a good night’s sleep.

“What your product can do” is not important.

“What a person can do with your product,” is important.

Features tell, but benefits sell!

People don’t care — this iPod has storage for 1GB of MP3.

People care — 1,000 songs in your pocket.

People don’t buy what you sell — they don’t care about your (or your competitor) product.

They only care about how your product can make their lives better.

Theodore Levitt said it best:

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

It’s your job to make customers understand the benefits of your product.

Sending email? Make your email benefit oriented.

An email without the incentive of reading it and the benefit of taking action is like a really dry sandwich without toppings.

Spend time writing an email!

Call to Action!

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