MARKETING THAT GROWS YOUR BUSINESS Focus On The Benefits... Potential customers want to hear all about your product or service: How does it look? How does it work? Where is it sold? What does it cost? But that’s not enough. To turn them from potential customers to paying customers, you have to tell them up front what it will do for them. Can buying what your company sells make them look better? Feel better? Work more efficiently? Be sure to stress benefits in all your literature, ads, and press releases. And don’t forget your web site. It’s often the first place people meet you.