So have you ever made a list for your service offerings, or for an advertisement about your business that included things like:

• • Snazzy readers choice award badge

  • Accreditation seal

  • List of Awards

  • List of technology you use

  • Description of the location (warm & relaxed environment…gag!)

Yeah, ok, I’ll stop!

Because I know you all have.

Now take a look at that list again, and tell me what all of those things have in common.

[Besides being mostly boring] These things are just features and facts about you (or your business.)

And guess what?!

Nobody cares about your reader’s choice award badge!

Or that fancy, shmancy equipment you use.

Not. One. Bit.

The people you’re selling to have learned to tune that stuff out. What they really want to know is how your product or service can help them.

So figure out how what you do can actually benefit them, and sell that!