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Casual Articles - Features vs. Benefits vs. End Results
Perfect Wealth Formula, the latest business on the block. Is this the program to flock to or is it just another program promising false hope? I myself have worked online now for about 2 years, throughout that time I have tried, failed and succeeded at many online business programs. It was only some months back that I got into the whole 2 up business model and began generating sales, although painfully passing sales to my sponsor to get 'qualified' I was quite happy. The industry for sure needed something new, no one likes giving up money so what next? Roll out Perfect Wealth Formula.Perfect Wealth Formula appeared and immediately I saw what this business would do to its competitors. I saw
Do you see what the end results have done? They've given the customer a glimpse into the future. The feature states that the phone offers 5.8GHz technology. The benefit goes on to explain that 5.8GHz technology is important because it offers clear reception and safety. The end result wraps things up by stating the customer will have a life filled with freedom and no interference from their highly advanced system.
Other end results point out how the phone system will make each user's life more convenient, how this smart investment will save time and money, how it will conform to one’s personality and how the phone will lend flexibility to the customer's life.
When you create your copywriting plan, be sure to list the features and build your benefits as usual. But, for added power, don't forget to include end results that will help the customers visualize how your product or service will make their lives better.
© 2005 What To Do When You Can't Find That Perfect Prospecting List
Imagine you’re implementing a B2B prospecting campaign. You know your target decision maker is employed in virtually all companies, but you simply cannot find a list of names with your prospect’s title. Believe it or not, this happens more often than not.So, what do you do? Do you buy a list of CEO’s, owners, and presidents?Or, do you incur the time and expense of calling each company to find the right person in charge of your product or service?A Case Study: Let’s take a real example of a program we at VSA implemented for a “security-type” service. Our client wanted introductions to decision makers at specific companies, but the names and titles for these decision makers were
What happens after customers buy your product or service? Once they've used what you have to offer, what will be different in their lives? What will the end results, of their buying decision, be? Getting your customers to look at the end results of their actions can be an extremely powerful persuasion tool that you'll want to incorporate into your copy.
Let's look at features, benefits and end results and see how all three work individually and collectively to create a targeted push to the point of purchase.
Features - The Basic Outline of Your Product or Service
Features, in copywriting, are a starting point. They provide a basic outline for what your customer needs to know. Features describe (most often) the attributes of a product or service. If we're using the example of a cordless, telephone-answering system, some features might be:
• 5.8GHz FHSS
• Talking caller ID
• Expandable to 4 handsets
• Selectable ring tones
• Speakerphones
For a person who knows nothing about cordless phones with answering machines, this list might not mean much. It's a basic blueprint of the telephone and nothing more.
Benefits - Make the Product or Service More Personal
Benefits enliven the features. Benefits make the features, and the product or service, more personal. They explain how the features will improve the customer's life in some way. Using the features list above, see what the benefits might be. (The list below was taken from Panasonic™ marketing materials and relates directly to their KX-TG5230M model phone.)
· 5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without interfering with your home network. The frequency-hopping digital technology keeps calls secure from outside sources.
· Talking caller ID: No need to be within visual distance of your phone. You can hear who's on the line before you pick up the phone. No more running to find the handset or base!
· Expandable: Keep a phone in any room—extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set.
· Selectable ring tones: Customize the sound of your phone by choosing from three ring tones.
· Dual speakerphones: Talk directly into the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset.
Benefits make the features personal. They explain how the features will be of use in the customer's life.
End Results - A Glimpse Into the Future
We can take this process one step further, however. After customers buy the phone, and after they use it, what end results will they experience? As asked before, how will their lives be improved? What will the effects of their buying decision be? Let's go back to our list and add end results as the last sentence in the benefits list.
· 5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without disrupting your home network. The frequency-hopping digital technology keeps calls secure from outside sources. You'll have complete freedom to talk with no interference on one of the most advanced systems available.
· Talking caller ID: No need to be within visual distance of your phone. You can hear who's on the line before you pick up the phone. You'll enjoy the ultimate in convenience with this feature. No more running to view the handset or base!
· Expandable: Keep a phone in any room—extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set. Expandable phone systems are smart investments that save time and money.
· Selectable ring tones: Customize the sound of your phone by choosing from three ring tones. Make your phone an extension of yourself.
· Dual speakerphones: Talk directly into the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset. You'll have the flexibility of speakerphones wherever and whenever you talk.
Do you see what the end results have done? They've given the customer a glimpse into the future. The feature states that the phone offers 5.8GHz technology. The benefit goes on to explain that 5.8GHz technology is important because it offers clear reception and safety. The end result wraps things up by stating the customer will have a life filled with freedom and no interference from their highly advanced system.
Other end results point out how the phone system will make each user's life more convenient, how this smart investment will save time and money, how it will conform to one’s personality and how the phone will lend flexibility to the customer's life.
When you create your copywriting plan, be sure to list the features and build your benefits as usual. But, for added power, don't forget to include end results that will help the customers visualize how your product or service will make their lives better.
© 2005 Risk Management - Managing Milestones
Part of planning for risk involves allocating each identified risk to a project milestone. Very often a milestone is attached to a payment, so a risk can also have an accurate value attached to it. By its nature, each risk will impact, if at all, at a certain time. For example, Milestone 1 is "Delivery of Software X, Issue A to the Customer".If this risk impacts, we will not receive the Milestone 1 payment from the Customer. This payment has been planned to cover costs of staffing, materials, sub-contractor payments and a variety of other project expenses including finance charges up to this point. The cost of this risk, or any other associated with this Milestone, impacting is basicaling system, some features might be:
• 5.8GHz FHSS
• Talking caller ID
• Expandable to 4 handsets
• Selectable ring tones
• Speakerphones
For a person who knows nothing about cordless phones with answering machines, this list might not mean much. It's a basic blueprint of the telephone and nothing more.
Benefits - Make the Product or Service More Personal
Benefits enliven the features. Benefits make the features, and the product or service, more personal. They explain how the features will improve the customer's life in some way. Using the features list above, see what the benefits might be. (The list below was taken from Panasonic™ marketing materials and relates directly to their KX-TG5230M model phone.)
· 5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without interfering with your home network. The frequency-hopping digital technology keeps calls secure from outside sources.
· Talking caller ID: No need to be within visual distance of your phone. You can hear who's on the line before you pick up the phone. No more running to find the handset or base!
· Expandable: Keep a phone in any room—extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set.
· Selectable ring tones: Customize the sound of your phone by choosing from three ring tones.
· Dual speakerphones: Talk directly into the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset.
Benefits make the features personal. They explain how the features will be of use in the customer's life.
End Results - A Glimpse Into the Future
We can take this process one step further, however. After customers buy the phone, and after they use it, what end results will they experience? As asked before, how will their lives be improved? What will the effects of their buying decision be? Let's go back to our list and add end results as the last sentence in the benefits list.
· 5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without disrupting your home network. The frequency-hopping digital technology keeps calls secure from outside sources. You'll have complete freedom to talk with no interference on one of the most advanced systems available.
· Talking caller ID: No need to be within visual distance of your phone. You can hear who's on the line before you pick up the phone. You'll enjoy the ultimate in convenience with this feature. No more running to view the handset or base!
· Expandable: Keep a phone in any room—extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set. Expandable phone systems are smart investments that save time and money.
· Selectable ring tones: Customize the sound of your phone by choosing from three ring tones. Make your phone an extension of yourself.
· Dual speakerphones: Talk directly into the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset. You'll have the flexibility of speakerphones wherever and whenever you talk.
Do you see what the end results have done? They've given the customer a glimpse into the future. The feature states that the phone offers 5.8GHz technology. The benefit goes on to explain that 5.8GHz technology is important because it offers clear reception and safety. The end result wraps things up by stating the customer will have a life filled with freedom and no interference from their highly advanced system.
Other end results point out how the phone system will make each user's life more convenient, how this smart investment will save time and money, how it will conform to one’s personality and how the phone will lend flexibility to the customer's life.
When you create your copywriting plan, be sure to list the features and build your benefits as usual. But, for added power, don't forget to include end results that will help the customers visualize how your product or service will make their lives better.
© 2005 A Guide To Contract Manufacturing
Contract manufacturing is defined as outsourcing or contracting out the manufacturing services of a business to an external firm, business or third-party vendor. Manufacturing services include manufacturing the product to required specifications, engineering the product and designing and manufacturing the product.The classic value chain of a manufacturing business is comprised of the following activities: inbound goods, manufacturing, outbound goods and marketing. Other activities such as human resources, finance and R&D are peripheral, and support the core activities of the manufacturing firm. Manufacturing would be the core and secluded activity of the business, with third parties involve the line before you pick up the phone. No more running to find the handset or base!
· Expandable: Keep a phone in any room—extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set.
· Selectable ring tones: Customize the sound of your phone by choosing from three ring tones.
· Dual speakerphones: Talk directly into the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset.
Benefits make the features personal. They explain how the features will be of use in the customer's life.
End Results - A Glimpse Into the Future
We can take this process one step further, however. After customers buy the phone, and after they use it, what end results will they experience? As asked before, how will their lives be improved? What will the effects of their buying decision be? Let's go back to our list and add end results as the last sentence in the benefits list.
· 5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without disrupting your home network. The frequency-hopping digital technology keeps calls secure from outside sources. You'll have complete freedom to talk with no interference on one of the most advanced systems available.
· Talking caller ID: No need to be within visual distance of your phone. You can hear who's on the line before you pick up the phone. You'll enjoy the ultimate in convenience with this feature. No more running to view the handset or base!
· Expandable: Keep a phone in any room—extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set. Expandable phone systems are smart investments that save time and money.
· Selectable ring tones: Customize the sound of your phone by choosing from three ring tones. Make your phone an extension of yourself.
· Dual speakerphones: Talk directly into the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset. You'll have the flexibility of speakerphones wherever and whenever you talk.
Do you see what the end results have done? They've given the customer a glimpse into the future. The feature states that the phone offers 5.8GHz technology. The benefit goes on to explain that 5.8GHz technology is important because it offers clear reception and safety. The end result wraps things up by stating the customer will have a life filled with freedom and no interference from their highly advanced system.
Other end results point out how the phone system will make each user's life more convenient, how this smart investment will save time and money, how it will conform to one’s personality and how the phone will lend flexibility to the customer's life.
When you create your copywriting plan, be sure to list the features and build your benefits as usual. But, for added power, don't forget to include end results that will help the customers visualize how your product or service will make their lives better.
© 2005 Manage or Lead - Why the Difference Matters and What to Do About That Difference
Many books have been written about managing people, and an equally large number have been written about leadership. Some use the words manage and lead interchangeably, and some talk about the differences between the words, building a distinction based on style or behaviors.With all due respect for these books, let me make it simple.Manage things and lead people.ManageOften we can clarify much by going to the dictionary to look up words we already know. When I looked up manage on Dictionary .com, I saw phrases like:“To direct or control the use of; handle, to exert control over, to make submissive to one's authority, discipline, or persuasion . . .”
· Talking caller ID: No need to be within visual distance of your phone. You can hear who's on the line before you pick up the phone. You'll enjoy the ultimate in convenience with this feature. No more running to view the handset or base!
· Expandable: Keep a phone in any room—extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set. Expandable phone systems are smart investments that save time and money.
· Selectable ring tones: Customize the sound of your phone by choosing from three ring tones. Make your phone an extension of yourself.
· Dual speakerphones: Talk directly into the base with the base speakerphone, while the handset speakerphone provides convenient hands-free calling wherever you take your handset. You'll have the flexibility of speakerphones wherever and whenever you talk.
Do you see what the end results have done? They've given the customer a glimpse into the future. The feature states that the phone offers 5.8GHz technology. The benefit goes on to explain that 5.8GHz technology is important because it offers clear reception and safety. The end result wraps things up by stating the customer will have a life filled with freedom and no interference from their highly advanced system.
Other end results point out how the phone system will make each user's life more convenient, how this smart investment will save time and money, how it will conform to one’s personality and how the phone will lend flexibility to the customer's life.
When you create your copywriting plan, be sure to list the features and build your benefits as usual. But, for added power, don't forget to include end results that will help the customers visualize how your product or service will make their lives better.
© 2005 Organization Design Models
Deming advocates the use of statistics to control quality by measuring waste and defects in manufacturing. The maintenance of formal procedures is a prerequisite to certification under various quality codes. It goes further than Taylor because computing power simplifies the gathering and processing of data to measure performance against pre-determined standards and against a worker’s peers. As systems become quicker, cleverer and cheaper the use of computing for this area of control must increase Drucker also suggests that it is only Taylorism that has consistently raised the real level of manual workers’ wages. Superior service requires all employees to be mindful of customer needs, to bring themdes convenient hands-free calling wherever you take your handset. You'll have the flexibility of speakerphones wherever and whenever you talk.
Do you see what the end results have done? They've given the customer a glimpse into the future. The feature states that the phone offers 5.8GHz technology. The benefit goes on to explain that 5.8GHz technology is important because it offers clear reception and safety. The end result wraps things up by stating the customer will have a life filled with freedom and no interference from their highly advanced system.
Other end results point out how the phone system will make each user's life more convenient, how this smart investment will save time and money, how it will conform to one’s personality and how the phone will lend flexibility to the customer's life.
When you create your copywriting plan, be sure to list the features and build your benefits as usual. But, for added power, don't forget to include end results that will help the customers visualize how your product or service will make their lives better.
© 2005 http://www.copywritingcourse.com
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