This chapter is from the book
- Not all benefits are created equal; to paraphrase author George Orwell, “some benefits are more equal than others.” Some benefits help you create a moment that causes your audience to buy. Your job is to ask the right questions to figure out which benefit is most important to your audience.
- To determine the So What Benefit, use the sentence-completion technique by asking your audience/prospect to complete this statement: “All I really care about is ______.”
- Lead your marketing with the benefit that causes your audience to respond with “I love it,” “I need it,” and “I’ll buy it.”