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Answer Upon - Read This, Sell More: Direct Mail Marketing Is About Benefits, Not Features
Successful business owners and managers need to be very clear about what outcomes they want. Whether you call them goals, objectives or targets, these are the factors that you're ultimately judged on. Outcomes determine whether your business is a success or a failure.If you're an employed manager, you'll find them in your job description or contract and I'm sure your boss will concentrate on them at your next performance
The tough part in all of this is translating features into benefits before you start writing. Some benefits are obvious. Others require some detective work to uncover. I learned that lesson all over again when I taught copywriting at
There is a debate that has surfaced in the skip trace world in the past few years.No, we are not talking about the battle over paper or plastic or even the cola wars. Should you use real skip tracers or just databases? This has crossed the mind of more than one collection manager. There are pros and cons to each side.Let’s take a look at just using databases first. It starts with subscribing to a database which offers name,
Your customers are interested in benefits, not features. So sell benefits in your sales letters.
The difference between a feature and a benefit comes down to this: A feature is what something does. A benefit is what something does for you.
Everything you have to say in your direct marketing sales letters boils down to features and benefits. With every piece of copy you write, however long or short your copy, you are always talking in terms of features and benefits.
When I worked on the Bell Mobility account, I discovered that the marketing folks at Bell have a policy of always presenting the benefit first, followed by the feature. I had usually written things the other way around. But they had a good policy.
For example, I would have said, “Digital Data2Go lets you receive email with your cellphone, saving you the hassle of finding a phone jack for your laptop whenever you need to check email while travelling.” Bell insisted that I present the benefit first, so I instead wrote something like this: “Never again waste time hunting for a phone jack when it’s time to check email while travelling. Digital Data2Go lets you receive email with just your cellphone.”
I think Bell has the right idea, although there are times when the feature needs to come first.
The tough part in all of this is translating features into benefits before you start writing. Some benefits are obvious. Others require some detective work to uncover. I learned that lesson all over again when I taught copywriting at
It is a fact that finding a job nowadays is very hard. With hundreds or even thousands of other people looking for a decent job, you will definitely have difficulty getting a job. This is why many people recommend using resume distribution services.First off, a resume distribution services will require you to pay a fee to send your resume to hundreds or even thousands of potential employers. The idea of resume distribution is that
When I worked on the Bell Mobility account, I discovered that the marketing folks at Bell have a policy of always presenting the benefit first, followed by the feature. I had usually written things the other way around. But they had a good policy.
For example, I would have said, “Digital Data2Go lets you receive email with your cellphone, saving you the hassle of finding a phone jack for your laptop whenever you need to check email while travelling.” Bell insisted that I present the benefit first, so I instead wrote something like this: “Never again waste time hunting for a phone jack when it’s time to check email while travelling. Digital Data2Go lets you receive email with just your cellphone.”
I think Bell has the right idea, although there are times when the feature needs to come first.
The tough part in all of this is translating features into benefits before you start writing. Some benefits are obvious. Others require some detective work to uncover. I learned that lesson all over again when I taught copywriting at
Hiring restaurant and bar staff is an ongoing job. Even if you have enough staff, you should be looking for others at all times. When you go out to eat, when they come in to eat. Friends of your staff are a great way to find good people.Once you have the “right” person hired, there are some key things that you should keep in mind. Develop a training schedule. Unscheduled training will lead to extra hours and lower prod
For example, I would have said, “Digital Data2Go lets you receive email with your cellphone, saving you the hassle of finding a phone jack for your laptop whenever you need to check email while travelling.” Bell insisted that I present the benefit first, so I instead wrote something like this: “Never again waste time hunting for a phone jack when it’s time to check email while travelling. Digital Data2Go lets you receive email with just your cellphone.”
I think Bell has the right idea, although there are times when the feature needs to come first.
The tough part in all of this is translating features into benefits before you start writing. Some benefits are obvious. Others require some detective work to uncover. I learned that lesson all over again when I taught copywriting at
It is not easy to implant the concept of Six Sigma into the culture of a company. This is because Six Sigma hardly bears any comparison with other quality management tools, barring a few similarities with Malcolm Baldridge National Quality Award. But unlike the Baldridge Award, Six Sigma gets to the core of the business sphere with proven tools. But what really stands out as the major difference between Six Sigma and all other quality ma
I think Bell has the right idea, although there are times when the feature needs to come first.
The tough part in all of this is translating features into benefits before you start writing. Some benefits are obvious. Others require some detective work to uncover. I learned that lesson all over again when I taught copywriting at
With Ebay's continued growth, entrepreneurs are finding a niche in selling digital products such as ebooks on this giant auction marketplace. A growing trend of Ebay sellers are profiting by continually selling digital information by sourcing ebooks that offer resell rights. This makes it easier as they get access to hundreds and often thousands of digital products which they can resell over and over again. Since these product
The tough part in all of this is translating features into benefits before you start writing. Some benefits are obvious. Others require some detective work to uncover. I learned that lesson all over again when I taught copywriting at the University of Toronto School of Continuing Studies.
I gave my students an exercise that always turned up a surprising benefit. I told my class that the CN Tower in Toronto, Ontario, Canada was 1,815 feet and 5 inches tall. Their assignment was to come up with as many benefits as they could that related to that feature. Most of them stared at me.
Then they picked up their pens.
Slowly, they started to write.
Each time I ran the exercise, a student or two came up with a benefit that I had not thought of. Here are a few of the benefits of having the world’s tallest free-standing structure in your city:
- attract tourist dollars by charging for tours
- see the whole city from one vantage point
- generate revenue by selling souvenirs
- impress your date with dinner at the revolving restaurant
- host fundraisers (a race up the stairs to the top is a popular annual fundraiser)
- generate revenue from organizations that monitor the weather
- navigate around the city easily because the tower is a landmark visible from almost everywhere
- generate revenue from TV and radio companies by hosting their antennas on the communications deck
- improve the flow of traffic along t
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