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Found a few days ago a client was great at getting across the technical details of his product. They could rhyme off metal work specifications, control design and all the specifications of the component parts.
However not once did he mention the products benefits, we can all be guilty of this, in the excitement of trying to say how clever our product is we sometimes forget to say what it actually does for the end user, the person buying.
As an example, we could wax lyrically about the features of a ball point pen, Steel cased, prescision ink flow and twist retractable. But it would be better to tell the end user, "A fine writing implement that is rugged, good looking and practical".
Obvious but not always done.