Hello {firstname},
Look at these testimonials...
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Richard Gelle - Air Cold Transport
"I got 16 jobs worth $44,870 in the first 4
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"I put $11,000 in the bank 6 weeks after
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"We use your strategies in all our courses
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Center
"From 1537 letters I sent, I got 538 responses.
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"My business increased by 39.5% in three months.
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What do they have in common? They're all for
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http://www.oraifite.com/economic.html AOL User Click Here
Yours in Success,
Sam Odiaka
Sam@oraifite.com
http://www.oraifite.com
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The RumourMan
RumourMan is a Free Electronic Newsletter. Like the
internet, it will evolve, and part of that evolution
will come from you. I want to hear from you.
I want
to hear about your successes and your setbacks - the
highs and the lows. Most of all, I want to know what
you want to know. Much of the ongoing power of
RumourMan will come from the synergy of our combined
experiences, information and knowledge. So take the
opportunity to communicate with your rumourman and
your fellow internet entrepreneurs. We'll all
benefit. We'll all move more quickly down the road
towards an automatic, ongoing and very impressive
internet income.
Note: This newsletter is transmitted by subscription
only. See bottom for removal.
(c) copyright Sam Odiaka
< http://www.oraifite.com > mailto:Sam@oraifite.com?subject=Rumour-News24
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Turning Features Into Benefits
By Terry Dean
The basic building blocks of all advertising are your
product's benefits (In this section we will say
product, but all of these statements are true of
services also)...What does your prospect get out of
it? This is the foundation to your advertising, your
meat & potatoes so to speak!
The first lesson in almost every study of advertising
starts (And often ends) with this point...You must
list your product's benefits, not it's features. And
you MUST know the difference.
Every copywriter worth anything has been plugging
away on you for decades on this one principle. Now,
it is my turn to do it as well. I am honestly shocked
that more than 90% of businesses still haven't figured
this simple step out, but they haven't.
I have looked at hundreds of ads where the writer
still hasn't figured out this simple principle,
whether it was in the mail, in a magazine, or on
the internet. If you don't know the difference
between the two, you might as well quit now while
you are ahead.
While they have told you to list all of the benefits,
not the features, I expect that you may never had
anyone tell you exactly how to do it. Well, you are
in for a lesson then.
Changing Features into benefits is one of the
simplest parts of writing your ads, but if you
have never been shown the key it can be a downright
disaster.
Simply, A feature is it's basic qualities: how
many pages, the color, the financing, the
durability, the warrantee, the size, the pay plan,
the products, etc. A benefit is whatever a Prospect
will receive from each of the product's features.
In other words, the easiest way to transform a
feature into a benefit is to ask "What's in it
for me?" If you ask that of each feature, the
benefit will come flying out at you.
For example, if you were selling an air conditioner,
a feature may be it's high output cooling system...
BUT nobody really cares about this. What they do
care about is that it will keep them at a nice cool
70 degrees even when their thermometer is melting
in the 112 degree heat outside...
If you are selling a car that gets 55 miles per
gallon, that is a feature. The benefit is that you
will only have to stop to get gas 1/2 the time
everyone else does PLUS you save double on all
of your gasoline bills!
See, that wasn't too difficult. All you have to
do is go down a list of features and ask yourself
two simple questions:
1) What's In this For Me?
2) What do I get out of it?
Once you get those two questions down, you have
half of the art of ad writing down pat. Every
time a prospect looks at your advertising, they
ARE ASKING those questions! If all you tell them
are the product's features or about yourself,
you can kiss the sale goodbye.
You're better off asking those questions FIRST!
Then, your advertising will be ready to answer
them when the prospects ask the same questions.
Your prospects couldn't care less who you are or
what you are selling, Unless There is something
in it for them.
Don't make people search through your advertising
to find out what's in it for them. Put it right
up front...In the headline, in the opening
paragraph, in the offer, throughout the bullets,
and all the way to the P.S. Make sure your sales
letter is chalk full of benefits your prospects
want and need.
That is why I call the benefits your "Basic
Building Blocks" to advertising. You will use
these benefits as you create your Headlines,
offers, bullets, etc. THEY ARE YOUR SALES
LETTER!
---------------------------------------------
Terry Dean, publisher of Web Gold with over
40,000 subscribers:
http://www.oraifite.com/netb
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