Lesson 3: Selecting a Compelling Benefit (Proposition)

If you only nail one element of the positioning statement, the benefit should be it. This lesson walks you through the types of benefits and provides a couple of examples.

You can watch the video lesson (including any applicable slides), download audio-only for listening on-the-go, and/or download the transcript. And be sure to complete the template worksheet for this lesson.


Full video:


Audio-only (downloadable):


Transcript (pdf):


IMPORTANT - Please download and complete the template worksheet for this lesson: