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3 items
The most literal, boring, correct description of what you're selling. Features don't sell ā but if you don't say them, the buyer's logical brain never even figures out what they'd be buying.
A feature floats in space until you position it against the alternative. Advantages give features meaning ā the comparison brain needs to know what makes your version different from everyone else's.
You don't invent emotions in your buyer ā you tap into what's already there. Mine the tribal language from actual conversations. Then use the three bridge templates to tie your offer to the change they already want to make.
