Think Like a Customer

Your product or service is awesome. You know that. But do they know that? You need to learn how to communicate the value of what you’re offering to customers in terms that make sense to people who don’t know the product inside and out like you do.

Translating “Attributes” into Benefits

With physical products, features are a great place to start. But attributes (like tech specs) in themselves aren’t really important to customers. What matters is what those features can achieve for them. Benefits must be placed in the context of whatever goals the customer is attempting to accomplish. You have to try to see things from their point of view.
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