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This chapter is from the book

Take-Away Ideas

  1. 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.
  2. 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 ______.”
  3. Lead your marketing with the benefit that causes your audience to respond with “I love it,” “I need it,” and “I’ll buy it.”
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