What’s a feature, and what’s a benefit?

Are there certain things that people don’t know but should, and that drives you to distraction? For me, one of the biggest is the difference between features and benefits. While that distinction has been talked about for years, and successful communications and sales professionals invariably advocate for emphasizing benefits over features, there continues to be a […]

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Don’t be inappropriate

Far too many people spatter what they write with words that don’t really need to be there. One of the best examples is the word “appropriate.” People have a tendency to work it into sentences to make them sound more important, even though that extra word really doesn’t add any value. A typical example? “Once […]

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Sorry for the WHAT?

It happens so often that I have trouble believing it. People inadvertently reveal a little more than they want us to know about them. They post a confession and an apology: “Sorry for the incontinence.” Sure, we know (or at least we hope) that they’re really not apologizing for bladder problems. We’re hoping they really […]

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