Marketing guru Theodore Levitt famously noted, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” His point is that too many businesses forget to sell the benefit of their product or service. How can you tell if you’re one of them? Your website and brochures have lots of bullet-point lists of things you offer. The copy never includes the word “you.” It never poses a question for which your product or service is the answer. It’s a timeless rule that bears repeating: stop selling features, and get back to selling benefits. If you can’t make someone’s life better, no one is interested.