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“The features of your [product] are your strength to give your customers success, but you don’t sell them. Features are only interesting to [prospects and customers] when they are related to their felt needs. When they are, they become benefits,” Simonsen explained.
“There are millions of products sold each month that nobody really wants,” she said. “Every one of us buys things like vitamins and deodorant and televisions when we really don’t want them at all. They’re products with features—this additive, that fragrance, that remote control. And like I’ve said, we don’t really want them. But we buy them anyway.”
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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