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29 Features and Benefits in One Pair of Sunglasses

29 Features and Benefits in One Pair of Sunglasses

November 10, 2008

One of the best exercises to go through is to contrast your product with the conventional products in your market and give clear proof of concept via a demonstration.

It's one of the most valuable techniques I use with clients to help figure out what makes their product different. Why? Because your prospects are comparing your products to others all the time. So why not do it for them? (By the way, if you're not able to come up with very many differences that should tell you something!)

Here's a good example of how Zurich Sunglasses compares its sunglasses to the conventional sunglasses in which they illustrate how well the Zurich sunglasses block the sun's ultraviolet rays. In just a few sentences and two images, the ad shows why the Zurich sunglasses are different from the rest.

This is the same strategy Joe Sugarman used to sell millions of dollars worth of the famous 'Blue Blocker' sunglasses. When using this technique, ask yourself:

1. What makes your product stand out from the rest?

2. How can illustrate that difference in just a few sentence or with images?

3. What proof can you offer so you can give prospects a reason to believe?