Nerd Moments

Unless you're TOTALLY NEW to business and marketing, you've probably heard that the best marketing messages have a whole lot more to do with the BENEFITS of what you sell than the FEATURES of what you sell.   In other words, if you wanted to sell me a car, a benefits-driven message would have to do with how much more awesome our family road trips will be with all the extra room my boys would have in the back seat. Features-driven marketing would tell me all about the horsepower and random crap that, while nice, doesn't really help me picture the specifics of a better situation.   I'm going to assume you're already at least somewhat familiar with that concept, though-- because it's really just the tip of the iceberg.   A lot of rookie marketers think that if they've talked about the benefits more than the features, their job is done, and that's just not true-- otherwise anybody who took a high school marketing class would be rollin' in the benjamins…   Which, as we all know… they are not. &