When many of us hear the year 1993, we think, “That’s not that long ago.” Then we do the math. Then we think, “Wow, was that actually 16 years ago?” 1993 was the year AT&T’s “You Will” television ad campaign introduced us to crazy ideas like teleconferencing from a computer at home, sending a fax from a beach, and visually checking in on our babies from work.

I loved watching these commercials when they first aired in 1993. They introduced us to a world that we wanted, a world that was convenient, efficient, and care-free. Faxing from the beach! Working barefoot from home! No slowing down for tolls! Perhaps more important than AT&T’s good ideas, was how they communicated them. They connected with our daily life, the people we care about, and the time we value. They captured our imagination by showing us a vision of what our lives could look like if we used their products.

One of the biggest mistakes we see businesses making is focusing on features instead of benefits. Successful businesses focus on benefits. Features are the specs of a product or service…the description. Benefits are the reasons you want those features.

For example, if you want to buy a car to fit your family, you might buy a four-door. Not because it has four doors (the feature), but because it can comfortably fit your kids without their knees pushing into your back (the benefit). You don’t care that it has a roll cage made out of steel (the feature). You care that you’ll still have a back left at all if you roll the car (the benefit).

I can’t help but wonder how much more successful your business would be if you spoke in benefits instead of features, catching our emotions and our imaginations. If you speak in the language of “why” instead of “what” you’ll cast a vision for your potential customers. You’ll draw them in, capture their emotion, and be more successful. Try it today and see for yourself.

If you’d like to sit down and speak with our team of experts (the feature) to increase your sales (the benefit) so that you too can retire on the beach, or in the mountains, or near your grandkids (the vision), please give us a call and we’d be happy to discuss your project.  Call 970-674-0079 today.

Aaron Brown