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Features versus Benefits: Anybody who do not know the depths of features and benefits? I will explain it very briefly, does anybody not know. A feature is the half the weight, the physical dimensions, the actual thingness of whatever it is you are selling. Even if it's information, if it's in an e-book for example, a feature would be a call that he is having here. Free telephone seminar, that would be a thing. Benefits are what that thing does for your customer or your prospect.
Nobody sells features. You are always selling benefits. I don't care what your product is. If it's a seminar, if it's an e-book, if it's a regular book, if it's a big damn package full of stuff, if it's a car, if it's nails, those are the conduits for the benefit that he wants. It's still -- what is it the old classic thing? You don't sell the hammer, you don't sell the drill, you sell the hole. I don't need a drill; I need a hole in my wall. If you can show me a different way than buying a drill, a magic way to get the hole in there.
If I can go up to say to a home depot, I will go to fairy depot. I will get little gnome that will come over and make a little hole. I will do that. But in our world, drills are the best way to do that. Then what kind of drill? Electric drill or hand drill, whatever.
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