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August 25, 2011
Selling on benefits? Then read this!
By: Jim Connolly
You've been told for years that you sell on benefits not features. It's one of those things you see stated again and again, yet there is a key element missing, which is essential if you want to get the best return on your marketing investment. That's what this post is all about.

Educate then inform

A common marketing myth is that you need to market your services based on benefits and that's it! This is incorrect. Selling on benefits is only half the deal. First, the other person needs to believe they have a problem, which your benefits solve. If they don't believe they have a problem, they are not going to buy your solution. The challenge here is that many people who really need your services, don't know it yet. For these people, you need to educate them that they have the problem, before you stand a chance of them becoming a client.

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