Specific Clear Benefits

specific benefits sell but vague benefits don't
If a candidate for an election can only give vague benefits of his or her plan, there are no benefits. If a health plan advertises only vague benefits a prospect hears no real benefit.

But if someone has clear benefits then we tend to believe they’re real. Specific clear benefits are good. Be concrete and use specifics. Vague promises don’t count, give facts, dates and as much specificity as possible. You’ve got to make an impression and get through to very media savy guarded prospects. Your prospects have heard and not received on promises in the past so you need to sound totally credible and tell them exactly what you’re going to deliver.

Vague Benefits = No Benefits!
Specific Benefits = Real Benefits!

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