Determine how your company can solve those problems and provide those solutions. Stop defining the value of your products and services as a big set of features–or even a vaguely defined set of benefits. That’s what genuine customer benefits are all about: the positive outcomes that your prospects can envision as a result of working with you and your company. How to go from clueless to compelling to transform prospects into buyers In 2007, the mention of content marketing brought as many blank stares from small business owners as the mention of a website