Facts vs. Benefits


Germany

Germans persuade more with facts than with benefits. They explain how a product, a service, a concept, works, is effective, should be accepted. The benefits need not be named explicitly. They are implicit in the explanation.

Patterns


United States

Americans persuade more with benefits than with facts. They explain how a product, a service, a concept, positively affects work, life, well-being. “What I can do for you” anticipates “What’s in it for me?” The benefits are named up-front and explicitly.

Patterns