Why Feature-Selling Fails
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service offers but they will remember a story you tell that provides an example of how these features will effect their lives, even if that effect is small and rather insignificant in the greater scheme of things. After all, not all products and services are life altering, but even minor improvements can create a flood of orders. Below is an example of an audio script we created for a fictitious appliance company to illustrate this point:
”Aaaaah Saturday mornings, a time to sleep-in, read the morning newspaper and have a leisurely breakfast of fresh brewed coffee and toast, just the way you like it.
You take the last two slices of your favorite 12-grain specialty bread that can only be purchased at a Norwegian bakery located halfway across town. You lovingly place the two slices of 12-grain Nirvana in the toaster, and proceed to brew your
