Use benefit-oriented language

Salespeople, especially newer ones, tend to focus on their firm’s products, people, and other features. I know, because I spoke that way in my early days of sales with a newspaper group.

Prospects, meantime, roll their eyes and wonder, “What about me?” Remember to focus on your prospect’s needs and concerns. Talk in terms of benefits instead of features, and incorporate the word you as often as possible.

Our sleeper sofa has the best mattress on the market.” can become “You will rest comfortably on your new sleeper sofa.”


“You will enjoy the most restful evenings you have had in years.”

A good rule of thumb is to use you at least two times for every I, we, or our.

Your customers don’t really care about you. They care about you can do for them.

Tom Fuszard, content writer, blog writing, pr writing, web copy



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