We have all heard of the four p’s in marketing. With that infamous phrase went the selling of features and benefits. Not too sure either are relevant anymore. Customers are rejecting marketing messages that are similar and that’s what features and benefits communicate, the same stuff all your competitors have.

They are bored, cynical and marketing resistant, so new ways of getting across what you do need to be found. Perhaps it’s now about working out what your values are and selling those, after all they are unique to your business.