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Sell Benefits, Not Features: Why Social Enterprises’ Marketing Shouldn’t Focus on Their Impact
Social enterprises tend to put their positive impact at the center of their marketing efforts – after all, that's the passion behind their business. But according to storytelling strategist Menno Moffitt de Block, there's a problem with that approach: Many people may care about this impact, but few care enough to change their purchasing decisions because of it. He explains why these businesses should focus primarily on their benefits to the customer – not their social impact.
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