So true. Features are only what we use to convince ourselves how brainy we are when we’ve already fallen in love with the benefits.

“So what” is one of my favorite questions to ask clients, too. With enough “so what”s you can really dig into what matters most to your customer—to grab their attention, and hold ‘em long enough that they’ve got time to fall in love with what you offer.

Great points!

Regards,

Kelly
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