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ESCAENPA

Presenting without boring people

Once you know what they need, it’s time to explain why what you offer helps. Most people do it badly: they reel off a list of features. People don’t care about features, they care about what they gain.

Feature → benefit

Feature“The car uses 4.5 litres per 100 km.”
Benefit“With your 80 km a day, you’ll spend about €50 less a month than with your current car.”
Feature“The website has a booking system.”
Benefit“You’ll stop losing bookings when you can’t answer the phone at peak time.”

A simple structure

1The problemWhat they told you, in their words.
2The solutionHow what you offer solves it.
3The proofAn example, a figure, a real review.
4The next stepWhat we do now.

Proof, not promises

  • Service invoices for a car are worth more than “it’s perfect”.
  • A website you’ve already built is worth more than “I make great websites”.
  • One real review is worth more than ten adjectives.