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A very
effective and persuasive tactic when selling something is to promote
its benefits as well as its features. Very simply, features are what
something has; benefits are what those features do for
you.
For example, if
you’re selling your used Oldsmobile, one of the features you might
mention is its large trunk.
If you focus
only on the feature, you’ll say, “This car has a large trunk.”
(Yawn) But if you promote that feature with its benefit, you could
say, “The trunk is huge. You can get three suitcases and your golf
bag in there for a trip to Disneyland and still have plenty of room
for all the souvenirs you’ll want to bring home!” See how that makes
a more powerful impression?
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