We help [customers] do/achieve/other verb [primary benefit]. Focusing like this helps you avoid “corporate speak” and drill down to the real purpose of the business as it relates to your customers. Here are a few examples: If you have a dog-walking service, the feature is “I walk dogs.” The benefit is “I help busy owners feel at ease about their dogs when they’re not able to be with them.” If you sell knitted hat patterns, the benefit is something like “I help people be creative by making a hat for themselves or someone close to them.” If you make custom wedding stationery, you might say, “I
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