Are you selling the shovel or the hole?

July 17, 2008 ·

mediation marketing When you’re marketing your mediation services, are you selling the features (great shovel, ergonomically designed, sharp cutting edge) or the benefits (the fastest, cleanest hole you’ve ever dug…and no back pain, either)?

Here’s a little clip from last week’s Making Mediation Your Day Job summer book club conference call, where I read a brief excerpt from my book to kick off the conversation. The excerpt distinguishes features from benefits and why you want to focus on the latter.

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Which are you selling? If you already have a “Frequently Asked Questions” or “Why Choose Mediation” section on your website, why not take another look at your answers.
Tammy