It’s an old chestnut in advertising. Focus on the benefit, not the features. Even though the idea is well known, most of us find it difficult to do. We get caught up in all the neat things our products and services do. Your audience wants to know what is in it for them. They want to know how they benefit.

Change can create uncertainty, instability, and stress. To get people on board, whether it’s for a change in your business or to try a new product or service, it’s helpful to clearly articulate what the benefit is to your audience. Start by crafting a narrative that explains the big picture: why is this good for them in the short and long term. Be consistent with this narrative; all of your communications should tie back to it. Remember that you are not the audience. It is not about why you or your company think this is a good idea. It’s all about the benefit to your audience.