1. BizX Canada Awards
  2. How to Close More Sales
  3. Why Connecting with the Tough Decision Makers is Worth Your Time
  4. Having A Bad Day? Find Something Beautiful
  5. What are you worth?
  6. 10 Ways to Foster a Culture of Innovation and Creativity
  7. What are you Measuring in Your Business
  8. 7 Ways to Dramatically Grow Your Business
  9. Company Culture – How to Cultivate the Right Kind for Your Business
  10. How to Keep Your Employees Happy at Work
  11. Four Reasons to Use B2B Email Marketing
  12. Qualities of Good Leaders
  13. How Stress Can Affect Your Job Performance
  14. Making a Customer Relation Management (CRM) System Work For You
  15. Do You Have The Symptoms Of Affluenza?
  16. Culture Of Leadership
  17. A Business Coach Engages in Provocative Conversations
  18. Did you Make Your Move in 2018?
  19. Are You A Carrot, An Egg, Or A Coffee Bean?
  20. Measure Your Way to Success by Using KPI’s
  21. Ensure a Good Return on Your Investment
  22. A Business Coach; A Clients Journey to Self Discovery
  23. Is Your Business Growing or Dying
  24. Breakeven Analysis
  25. Keeping Score in a Winning Business
  26. Exercise wisely…
  27. Roots
  28. Muck & Money
  29. Who said that?
  30. Why are owls so wise?
  31. Business Success: Eight Fundamentals
  32. Uncomfortable Conversations
  33. Are you working hard or just working long hours?
  34. Investing Time on the Right Tasks
  35. COACHING — Not just for GOLF!
  36. Don’t Think Outside the Box – Redefine It!
  37. Ten Reasons People Resist Change
  38. The Art of Delegating
  39. How to Make Your Business Writing Twice as Good
  40. Increase Profits by “Pruning” Your Business
  41. Features versus Benefits
  42. Are you lucky? Or just on your game?
  43. 10 Elements of a World-Class Company
  44. How fresh are your marketing strategies?
  45. Business: The $20,000 Phone Call
  46. Business – Game Changer
  47. Are you still learning?
  48. Riding a Dead Horse
  49. Business & Baseball
Thursday, January 23, 2020
  1. BizX Canada Awards
  2. How to Close More Sales
  3. Why Connecting with the Tough Decision Makers is Worth Your Time
  4. Having A Bad Day? Find Something Beautiful
  5. What are you worth?
  6. 10 Ways to Foster a Culture of Innovation and Creativity
  7. What are you Measuring in Your Business
  8. 7 Ways to Dramatically Grow Your Business
  9. Company Culture – How to Cultivate the Right Kind for Your Business
  10. How to Keep Your Employees Happy at Work
  11. Four Reasons to Use B2B Email Marketing
  12. Qualities of Good Leaders
  13. How Stress Can Affect Your Job Performance
  14. Making a Customer Relation Management (CRM) System Work For You
  15. Do You Have The Symptoms Of Affluenza?
  16. Culture Of Leadership
  17. A Business Coach Engages in Provocative Conversations
  18. Did you Make Your Move in 2018?
  19. Are You A Carrot, An Egg, Or A Coffee Bean?
  20. Measure Your Way to Success by Using KPI’s
  21. Ensure a Good Return on Your Investment
  22. A Business Coach; A Clients Journey to Self Discovery
  23. Is Your Business Growing or Dying
  24. Breakeven Analysis
  25. Keeping Score in a Winning Business
  26. Exercise wisely…
  27. Roots
  28. Muck & Money
  29. Who said that?
  30. Why are owls so wise?
  31. Business Success: Eight Fundamentals
  32. Uncomfortable Conversations
  33. Are you working hard or just working long hours?
  34. Investing Time on the Right Tasks
  35. COACHING — Not just for GOLF!
  36. Don’t Think Outside the Box – Redefine It!
  37. Ten Reasons People Resist Change
  38. The Art of Delegating
  39. How to Make Your Business Writing Twice as Good
  40. Increase Profits by “Pruning” Your Business
  41. Features versus Benefits
  42. Are you lucky? Or just on your game?
  43. 10 Elements of a World-Class Company
  44. How fresh are your marketing strategies?
  45. Business: The $20,000 Phone Call
  46. Business – Game Changer
  47. Are you still learning?
  48. Riding a Dead Horse
  49. Business & Baseball

The last thing you want your marketing copy to be is a features-laden description of your products or services.  Most clients and customers base buying decisions on perceived benefits, not features.

Think of the feature as the description and the benefit as the result. Then rewrite your feature statements into benefit statements. You’ll save prospective buyers the trouble of trying to do it themselves — which they generally won’t.

Consider the following feature and benefit statements:

Feature: We’re open until 10:00 p.m. every night.

Benefit: Because we’re open late every night, you can shop at your convenience and don’t have to take time off work.

Feature: Our daycare center provides age-appropriate stimulation.

Benefit: Because your child will be stimulated by age-appropriate activities and certified daycare workers, their mental development will be accelerated. We care about your child’s progress.

Feature: We use only high-quality woods and adhesives when building our furniture.

Benefit: Because we use only the best when making our custom furniture, your purchase will be a one-time, long-term investment that will outlast you.

Feature: Our bookstore features comfortable chairs throughout the store

Benefit: Because we provide comfortable chairs throughout our bookstore, you can relax and read snippets of various books before buying. Know what you’re buying and you’ll enjoy your investment that much more.

Feature: I have over 20 years of experience selling houses in the neighbourhood.

Benefit: Because I have over 20 years of experience selling homes in your neighbourhood, your home will be sold quickly, for the highest amount possible, letting you focus on other important things. Let me take the stress out of selling your home.

Which statements resonated with you?

Kent Boehm 
Business & Leadership Coach 
403.690.8363 or kent@ninebusinessgroup.ca
onbusinesscoaching.com
businesscoachingcalgary.com

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