Tomorrow I am giving a five minute presentation at my local Ignite meeting (if you don’t know about Ignite, check it out at http://ignite.oreilly.com/).

My topic is one I consider fundamental to good marketing, be it traditional, online, social, whatever – knowing your customers’ pain.

Features are the characteristics of our business/product/service.  It is what we spend our day to day time on and what we know best.

Benefits are useful or profitable to our customers.  When a customer asks What? push yourself to answer with the benefits, not the features.

But Pains are where you really connect with your customers.

Watch and listen to my short presentation here

Then use my Marketing Messages Template at http://www.manyhatsmarketing.com/MarketingMessagesTemplate.doc to help you brainstorm your features/benefits/pains.