Ultimately, when you’re offering a service or product to someone, you’re looking to help them emotionally. There’s a rational aspect to it - you’ll save them time, you’ll save them money, you’ll help them earn more.

But underneath that there’s an emotional aspect.

I’ll get to buy a flash car and show off to my neighbours.

My dad will be proud of me.

I will be able to take my family on a nice holiday.

So when you’re talking about the benefits, you’re really working on two levels. The rational and the emotional. Your customer will use the rational as justification, but it’s the emotional that will trigger them in the first place.

Take action What pain do you remove? How do you tell your prospects that’s what you do?