By Laura Clampitt Douglas
This story first appeared in the December 2000 issue of Startups. To receive the magazine, click here to subscribe.
There isn't a business owner in the world who hasn't wrestled with the features vs. benefits dilemma tossed at them by well-intentioned marketing gurus. The funny thing is, as critical as the concept may be, I've found that not one in 10 businesses really understands the difference. And that's one of the main reasons most small-business marketing plan efforts don't work!
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