“Tell me about my lawn, not your grass seed,” was the advice at a recent marketing discussion I attended. Too often we focus on what we have to offer, rather than what the customer receives.

“This grass seed comes from the finest strains of grass from the Kentucky hills. It is specially bred to resist drought and weeds.”  What your product is.

“Your new lawn will be green and free from weeds all year.”  What the customer gets.

“You’ll save lots of time and effort this summer because you’ll rarely have to weed or water.” How the customer benefits.

“On beautiful summer days, you and your family can play tag on the lawn and then flop down on soft green grass to enjoy some cool glasses of lemonade.” How the customer feels.

Which do you want to buy: grass seed or family memories?