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Casual Articles - Read This, Sell More: Direct Mail Marketing Is About Benefits, Not Features
An advertising network is a company that usually serves as a broker between web site publishers and advertisers. Larger ad networks aggregate sites into general categories so that they can offer advertisers targeted buys. It’s a platform that brings together the advertisers and the relevant publishers. It brings a large number of publishers together; it’s cost effective for the advertisers and opens up huge avenues for t
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 n
Have you ever walked into a busy retail store, and heard a patron say, “this place must be making a fortune”? Obviously this analysis is simply based on the amount of people in the store at the time. Then maybe a year later, the same establishment closed. That very same patron might wonder what happened.Many people love to watch the game of hockey, why is that?They understand how the game works; enjoy evaluating and observi
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 ne
One of the big mistakes many businesses make when collecting business debts is not having a clear policy and timetable for dealing with debtors.Too often a debt can sit on the company books for weeks , even months after it became due because of lack of diligence on the part of the business owner.Large companies rarely suffer from this kind of mismanagement. If you have ever been on the receiving end of the large company pro
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 n
It’s true. Failure to plan is planning to fail.When I’m talking with business owners and marketing people I’m often asked,“How do I plan my marketing? There are so many details.”My answer is to keep it simple. But focus on the important stuff.To make it easier, I’ve broken down the planning process into five key steps.1. Identify the source/s of revenue. I suggest you go back a step or two (in your
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 n
What do you need to be doing to succeed in life? What traps await you on your path? How much are goals really important? Is it true you can succeed the most in conducting the business you enjoy the most, or is it perhaps better to be doing something else? How to deal with people so that they love you, respect you and at the same time listen to you and follow you? These are just some of the questions most people ask themselves when
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 n
As a Founder of a multi-Brand Franchising Company often, I am asked some tough questions by start-up entrepreneurs. Recently, I was asked how did you recruit your franchisees. Well, I am retired really and not selling franchises anymore. But we had several methods. Some came from web searching interest of potential franchisee team members. Some of our best franchisee candidates came from industry and some from those who were laid off fro
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 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 t
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