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Go back to your features list. Pick out your top ten features—the features that are your strongest, that are most likely to distinguish you from your competition. List how each feature will benefit your students. Write down as many benefits as you can think of.

Each feature should have several benefits, and those benefits may be different for different students. For example, a spring-loaded, padded floor may appeal to an adult student because it saves wear and tear on arthritic hips: it makes them feel safe. Parents of young students will like the idea that it takes the pressure off the growth plates of their child’s joints: it appeals to maternal and paternal instincts. And the three-year-olds might just enjoy jumping up and down on it: it makes their time with you more fun. For prospective adult students, your benefits must appeal to adults. For elementary school students, the benefits must appeal to the parents. For teenagers, the benefits must appeal to both the parents and the teenager.