So many people today are trying to crack the code of sellingbenefits. For some reason, they have a hard time making it work.I've studied this and I think I've figured out why people struggle:It's too simple.

Sorry; I just lost you, didn't I? I'm not saying the benefitsthemselves are simple; I'm saying that selling thosebenefits should be simple.

Many of us are college educated, and we need all the studies andtech tools to mean something. And they do, somewhere; but not hereat the point of sale.

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