For most businesses and organizations, the purpose of communicating with potential buyers is to generate new business, encourage repeat business, and promote customer loyalty. Accomplishing these goals can be done with content that:
1. describes a new product or service
2. explains a new way to use an existing product or service
3. provides a case study describing a problem and how a product or service provided the solution
4. gives testimonials from satisfied customers
Regardless of the specific content, there is one important question that all sales-related communication must answer. The question is from the perspective of the potential buyer, and is;
WHAT'S IN IT FOR ME?
The benefit to the buyer must be apparent in whatever you are presenting, so be explicit. Use introductory phrases like "what this means for you is" or "this translates to" or "the results were", then provide objective evidence to support your benefit statement.