We know that people buy benefits, not features. One of the best ways to present benefits is to use a bridge statement. A bridge statement is a transitional phrase that connects a statement of features with a statement of benefits. This method permits customers to connect the features of your product to the benefits they receive. A sales representative of Fleming Companies, Inc., might use bridge statements to introduce a new snack food.

• “This product is nationally advertised, which means you will benefit from more presold customers.”

• “You will experience faster turnover and increased profits because the first order includes point-of-purchase advertising materials that focus on the Valentine’s Day promotion you have planned.”

Some companies prefer to state the benefit first and the feature second. When this occurs, the bridge statement may be a word such as “because.”