The number one thing to remember when your selling your story is that it's not the product your selling, it's the benefit of the product!
F.A.B = Features + Attributes + Benefits (General to Specific)
An example: Cars
Features: Motor, Mobile, Fuel
Attributes: Cup Holders, CD Player, 4-Wheel Drive
Benefits: Transportation, Independence, Prestige, Convenience.... all which equal POWER!!!!
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