Buy It!: What’s in It for Your Customers?

This Element is an excerpt from So What?: How to Communicate What Really Matters to Your Audience (ISBN: 9780137158263) by Mark Magnacca. Available in print and digital formats.

How to uncover and communicate the “So What?” benefits your customers really care about: the benefits that drive breakthrough success--in products, services, and in your own career!

At the 1964 New York World’s Fair, AT&T first presented its breakthrough in telecommunications: the PicturePhone. Hailed as a technological marvel, the PicturePhone ended up being what can only be described as a failure--but it was not for lack of trying on AT&T’s part....