Fastest, Finest, Friendliest

“We’ve got the fastest service in town”...
“We use the finest ingredients”... 
“Our staff is the friendliest around”...
 
If you can make these or similar statements about your business, that’s great, but do your customers really care?
 
Let’s face it, customers are only interested in one thing: What’s in it for me? Notice those statements above all begin with a pronoun that talks about YOU. In the customer’s mind, they are thinking, “That’s nice but what does that mean to me?”
 
Every business needs to have some outstanding features like those above but what you really want to do is show the customer the benefits they derive from those features. Don’t just tell them the features of your product or service, show them how those features benefit them. People don’t buy the best built truck, they buy the truck that’s not going to break down and leave them stranded. In short, people buy benefits not features.