1) Value: People do not purchase products and services. They buy solutions to their problems and things that add value to their lives. So, if they do not see the value in your idea, it will be apparent in the cumulation of your responses.

2) Immediate Benefits: Most people want to realize instant benefits upon a new purchase. People tend to place more value on immediate consequences than on delayed consequences.

3) Delayed Benefits: Some products or services may not provide immediate benefits to the user; however, the value created or problem solved is realized weeks, months, or even further down the line, such as financial investments.

4) Limitations: Limitations are the positive things your product or service cannot perform or that others can do better, and no product or service is without limitations.

 

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