The value of because

Just a quick post today as I wanted to share a blog from Marc Davison over at 1000 Watt Consulting in the US earlier this month: the language of benefits.

Marc put it nicely as "connecting the feature dot to the benefit dot."

What's in it for me (WIIFM) is a concept we've posted about several times in the past:

• How to write a great canvassing letter
• The psychology of persuasion for estate agents
• The trick to gaining quality instructions (people don't buy features, they buy benefits)
• 9 faults and fixes for an estate agent canvassing letter

Taking the time to understand the benefits you offer is the key to improving your sales process. It's worth saying so more than once!