Captain’s log, stardate 20230127
People don’t buy stuff that they don’t want.
In the B2B space, this could probably be better said like so:
People don’t buy stuff that doesn’t appear to solve a problem they have.
So when you’re talking to potential buyers in your target market, you need to explicitly connect the dots for them between:
How do you do this?
By talking about benefits, not features.
In other words...
Talk about how fast you can get rid of their migraine, not the ingredients in your medication.
P.S. Check out the orginal article for related info.