Even though it is an important rule of marketing, it is often overlooked or forgotten. It’s very easy to get caught up in selling the product instead of how it benefits the humans to which you’re selling.

A simple reminder:

Don’t sell the product or service.

Don’t sell the specs or why you think you’re the best. Don’t get wrapped up in how you see your company. Think about it from your customers’ perspective.

Do explain how they will benefit from your product or service. What will they feel when they buy your product?