Think quick. In 10 seconds, can you list the 5 key benefits you offer your clients?

I bet you said “Yes”. But are you sure you listed benefits? If you’ll bear with me for another 10 seconds, I’d like to test out a theory on you.

Recap your answers–-maybe even write them down. Now, list the 5 main things your business does. In other words, what are your 5 core services?

If your first list looks anything like your second, chances are you’re mistaking features for benefits. As a result, it’s likely that your marketing materials aren’t engaging your client. Clients don’t want to know what you can do. They want to know what you can do for them.

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