WHAT ARE YOU REALLY SELLING?

Summary from the TLDR Founders newsletter

When it comes to selling a product, it's not always about the product itself but about its benefits to the buyer. By digging deeper and finding the "benefit of a benefit," businesses can uncover unique and compelling ways to pitch their product and resonate with their target audience. This approach involves analyzing the benefits and downsides of a product and identifying the secondary or tertiary benefits that can be used to create effective marketing copy.