Here’s a golden rule of business, one we can’t stop repeating: people buy a product when — according to their own internal math — its value exceeds its price.

That means the only way to move your product is to increase the only kind of value that really matters: perceived value. Adding features and investing in expensive updates is all well and good, but sub-par sales are more often caused by a failure to communicate.

Are you communicating effectively? Does your audience understand your product’s value?

Today, we discuss the difference between features and value, and how emphasizing the latter can drastically improve your sales. With examples from various industries, we explain how to sell the results your products bring (rather than the product itself) in order to raise the product’s value. Best of all, this approach doesn’t cost a dime. Click Play!

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