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Comments

Dan Nunley

Great post Chuck. I'm going to try to make it a point in all of my marketing to focus on communicating to potential clients exactly how they will benefit from my work. Maybe I'll put up a sign in my home office to remind me. "Be like Jimmy Dean, sell the sizzle!"

Tim Evans

You'd be a good sales coach, Chuck. When I was selling life insurance, we were coached that we weren't selling insurance policies, we were selling peace of mind, or the ability for a spouse and children to stay in their house.

These pictures create emotions. People make buying decisions (including buying legal services) based on emotion and then use logic to justify that decision.

Valencio

Excellent post Chuck.. I agree that we need to sell the outcome and not the process. I am working on rewriting the descriptions of my software products just to do that.

Valencio

Christopher J. Berry

Good post, Chuck. We are in the benefits business not the feature business. Noone cares about our features, they only care about the benefits to them.

Will Geer (Workin' Out Hard: Business Bankruptcy and Technology Blog)

Wonderful post. I see so many firms now integrating marketing classes and seminars for their associates and this is some of the best and most concise advice I've seen yet.

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