Make a Statement If you want to motivate prospects and customers, show them the benefits.

Quite possibly, the most important thing you could do todaywould be develop a single, unified benefit statement that willbecome the crux of your sales and marketing message.

The best way to create your own unique benefit statement is tomake a comprehensive list of the features of your company and itsproducts or services. Even if you're starting a homebasedbusiness, you can draw on your past experience to flesh out thelist.

Let's say you're a mechanical engineer, and you'veinvented a piece of equipment that'll revolutionize the way aparticular manufacturing process is performed. You've juststarted your business, so you need to develop a benefit statement.Begin by recording all the principal features of your new piece ofequipment, including the fact that it has only eight moving partsinstead of 16, incorporates digital computer technology and takesup less than three feet of floor space.