Rule 1: Sell Benefits, Not Features

Best selling author and sales guru Brian Tracy says:

The biggest mistake entrepreneurs make is in focusing on what their product or service is. Rather, it's what it does that's important, says Tracy. "A health-food product contains nutrients that are good for the body. That's what it is. What the product does is make the customer thinner, more energetic, and able to accomplish more with less sleep," he explains. "Always concentrate on how your product will benefit your customer."

What do you say about the benefits of your product or service, not just all the bells and whistles it contains? I like to make a list periodically, and also ask my more trusted clients occasionally to do so as well.