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Ever Feel Embarrassed at How You Articulate Your Business? Features vs. Benefits

writing coach Lisa Tener
Your Book Writing Coach

Ever find yourself talking about what you do and feeling tongue tied? Or thinking you’re doing okay until you see that look of confusion dawn on the other person’s face?

That happened to me in a workshop of about 25 other business people. It was embarrassing but also one of the most enlightening moments I can remember. And you can see me go from embarrassment to clarity and insight right here (it’s in the second video).

You see, a couple months ago, I took part in a workshop with one of my mentors, Ken Foster, and it literally changed my business overnight. I finally got the clarity, support, guidance and kick in the derriere I needed to finally create the self-study book writing products I’d been dreaming of creating for years.

Ken Foster
Ken Foster, Creator of Platform Profit Secrets

Another thing happened during the workshop, as I sat on the hot seat (and that was the hottest hot seat I’ve ever experienced!). I’ve always found it challenging to articulate some of the benefits that differentiate my classes. I can help other people do this, but I seem to get caught up in features…you know, 8 teleseminars, 8 CDs, private consultations with me, feedback on up to 30 pages–these are all features.

Ken did something so simple, he got me into my heart, where I was able to articulate many of the benefits that set my classes apart–the fun we have in class, the quality of feedback and amazing ideas participants get from each other, the 5-and 6- figure deals some of my clients have gotten after I helped them develop their winning book concept, the empowerment people get in class, the coaching they receive that can take them from overwhelmed or inconsistent to on fire…

Just one of the products I've created since Platform Profit Secrets

I also came out of the workshop with a powerful mastermind team and a weekly call with Ken that is helping me implement all the pieces I need to play a bigger game, impact more people and take my business to that next level of success. So, I invite you to check out your writing coach on the HOT SEAT at Ken Foster’s Platform Profit Secrets–this is more than seeing Lisa squirm around, then turn into a butterfly. I think you’ll find immediate opportunities for yourself to learn from my process–and get clarity about the benefits people get from working with you, how to structure a 7-figure business and more.

And if you see the video and get as excited as I am about Platform Profit Secrets, I encourage you to attend in July–I’ll be back there, but this time as one of the presenters (okay, truth is, I know I’m also going to be studying everything that comes out of Ken’s mouth and the other presenters–so I’ll be there learning alongside you).

I hope you’ll join us for this amazing opportunity that transformed my business–and has the potential to transform (or help you create) yours. Oh, and check out the end of the second video where Ken shares some of the amazing results I have had in the past couple months! It’s just the tip of the iceberg. (note: As you can probably tell, I believe strongly in this program and am a registered affiliate).

Lisa Tener

Lisa Tener is an award-winning book writing coach who assists writers in all aspects of the writing process—from writing a book proposal and getting published to finding one’s creative voice. Her clients have appeared on The Oprah Winfrey Show, CBS Early Show, The Montel Williams Show, CNN, Fox News, New Morning and much more. They blog on sites like The Huffington Post, Psychology Today and WebMD.

Reader Interactions


  1. Laurie Tate says

    Truly an eye opener. It has been a great experience taking your “Bring Your Book To Life” program. I have learned so much from you, and I am confident I will accomplish the goals I have set for myself because of you. I never expected to receive all the extra benefits, such as enjoying observing you on the “Hot Seat”. I can’t even put it into words how much I learned just watching you learn. Amazing.

    • Lisa Tener says

      Hi Juan,
      You can find out more about the book writing program here. I am also about to announce my self-study version of this program and will be unveiling it on my website shortly. You can join me for a “book writing breakthrough” this Wednesday where I will share several secrets to having a breakthrough in your book writing and I will also share details of the program.

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