Since the launch of my newest books TRUST and HOOKS, a number of readers mentioned how cool the names were. To be honest, they were not easy to come up with because of loss aversion. I had a notepad with a few dozen other options.

However, I eventually stuck to my guns and focused on benefits, then features; not over features.

In marketing, there’s a heavy emphasis on benefits because it is what customers can relate to. In fact, I wrote a whole article here a while back.

They don’t want quarter-inch bits. They want quarter-inch holes.
– Leo McGinneva (expressed by Harvard Professor Theodore Levitt)

Benefits are what customers will gain or experience by using the product. The real question is, β€œhow does this help me?” Features are characteristics that the product has; not what it can do for the customer.


It is aptly represented by Starbucks’ labeling of their teas. Rather than saying black breakfast tea, chamomile, mint or lemongrass tea, Starbucks focused on benefits – what it does for you.

starbucks tea


In my recent publications, I used single word titles that focused heavily on benefits – what you get. Ultimately, the single worded titles alone don’t articulate much without the taglines (underneath).

  • You get TRUST with clients
    Mastering the Art of Content Creation and Successful Blogging
  • You get to HOOK clients
    103 Magnetic Headlines
  • You get to be FOUND on search engines
    Be Discovered by Those Who Matter on Search Engines (SEO)

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trust cover

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found cover

This is very similar to Apple’s approach. For example, their famous iPod was “A 1000 songs in your pocket,” but they follow it with “16GB” for those who need clarification.

What You Can Do

When it comes to businesses (and not specific products as mentioned above), you have to offer two items to answer your benefits to your prospects and clients.

  • Brand Positioning – how you are different than your competitors
  • Value Proposition – a promise of benefit or experience to be delivered

While the brand positioning is important, the value proposition is usually what gets people to continue looking … it’s the benefit! Below are some examples.



apple mb air


… and my very own πŸ™‚ Market smarter.

market smarter

Ultimately, for your “almost catchphrase” value proposition, it has to answer what your clients will feel. Here is an example that I made up for photographers.

  • Brand Position – Boudoir photography for everyday moms based in Southern California.
    It tells what you are, who and where you’re targeting.
  • Value Proposition – Feel sexy … again.
    Since moms might not feel as sexy anymore, you’re promising an experience that will reignite the image of her youth.

artists don't make paintings

Happy branding,

Lawrence Chan

P.S. Despite the cold temperatures, NYC can look quite majestic when blanketed in white. What’s your favorite way to cope with the cold? Comment below!

nyc winter columbus circle

P.P.S. As a last day special, the code, “ilovecarbs” will give 20% off my entire store, including the books recently released.

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