Once you’re satisfied that you have identified a meaningful problem in your market and have created a game-changing solution, it’s time to start thinking about how to describe and promote your idea. One of the classic mistakes made early in the process is that entrepreneurs fall in love with the features of their solution. Don’t get me wrong, features are important. After all, your solution has to work and provide significant value in order for you to secure customers but, listing only the features of your solution will make it harder for you to get there. You need to focus on the benefits.

There’s an old saying in marketing, “Features tell; Benefits sell” and it absolutely holds true no matter what type of business you are in. Customers really only care about one thing: What’s in it for me? This actually makes your job pretty simple. Lead with the benefits and use the features to add credibility and substance to your product or service. Once you are able to explain to customers how your solution will provide them with dramatic benefit, you will be on your way to closing the sale!