Why a Unique Selling Proposition Contradicts Everyday Life

Once upon a time, there was a periodontist who attempted to state benefits instead of features, but he made a critical mistake …

Listen in to Editor-in-Chief to find out what it was — and how it affects your business.

In this 16-minute episode of Editor-in-Chief, host Stefanie Flaxman discusses:

• How a visit with a periodontist turned into a business lesson about features and benefits
• The wrong way to write about benefits in your copy (and how to edit them properly)
• Why people are trained to devalue your online business
• Why what you need to succeed in business conflicts with (most) everything you’re taught in life

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