After all, you plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. Something about your offering must be inherently interesting or you wouldn't be putting it up for sale. In Mother Nature breakfast cereal, it is the high concentration of vitamins and minerals.
2. Translate that inherent drama into a meaningful benefit.
Always remember that people buy benefits, not features.
People do not buy shampoo; people buy great-looking or clean or
manageable hair. People do not buy cars; people buy speed, status,
style, economy, performance, and power. Mothers of young kids do
not buy cereal; they buy nutrition, though many buy anything at all
they can get their kids to eat -- anything. So find the major benefit
of your...
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