#21 - Benefits vs. Features

Nancy says she wants a product that will Kill Ants, Doesn't Kill People. She doesn't care if it's a liquid, spray, gloppy goop, or powder. She doesn't want to know all the special ingredients and the scientific secrets that create this product. Give her the benefits and not the product features!

If you watch people's eyes glaze over as you talk about the technical features of your product or service, then listen in for the 3 step secret to defining your benefits.

This is a 'must listen' episode for those of you who want to negotiate a raise. Hear how Catherine's husband gained an almost 40% increase in his salary using benefits as the key.

Post script from Nancy: BABY POWDER works wonders on keeping ants out. "Keeps baby dry... keeps ants away."