During the last week I was caught watching the bowl games. Being a big football fan I enjoy watching any game I can.

Anyway, SBC sponsored the Cotton Bowl.

During the game they interviewed a SBC Vice President concerning his company's involvement with the game. He talked a little bit about how great it was, etc. then he launched into what SBC is coming up with in the way of new products.

He spoke of high speed internet, more wireless and some more technical things. He didn't sell the sizzle.

Instead of focusing on the product he should have been focusing on the benefits. Does he understand the benefits?

How about:

1) You're going to be able to download music faster.
2) Your business will be able to complete orders faster.
3) You can send movies to your relatives out of town.

Talk about the chance missed.