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Explicit benefits

Have you ever tried to relay a funny or interesting experience to someone only for it to not land? Sometimes this happens because we unintentionally leave out a key detail that is obvious to us only because we were there. Something similar can happen in product design and sales and marketing. Because we were there for the development of our product, we've poured over it in grave detail, looked at it from every angle, and have every aspect of what it has to offer ingrained in our subconscious. It’s easy to forget that the same is not true of our prospective customers. Benefits or uses that are obvious to us may be overlooked by them. Benefits should therefore be explicit.


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