the customer. For example, the benefit of owning a car equipped with an airbag is that you are protected from injury in an accident.

Benefits m

Begin With The End In Mind

Before your ad can come to life, you must know what its purpose is going to be and how you are going to attract a new customer.

Write down a summary of your needs, a precise description of what you’re promoting, and most importantly, the results you expect from the ad.

Sell The Sizzle Not The Steak

Your advertising must always sell at least one major benefit (and hopefully more) to a prospective customer. In the ad business, a benefit can be defined as something about the product or service that is helpful or advantageous to the customer. For example, the benefit of owning a car equipped with an airbag is that you are protected from injury in an accident.

Benefits mo

ct a new customer.

Write down a summary of your needs, a precise description of what you’re promoting, and most importantly, the results you expect from the ad.

Sell The Sizzle Not The Steak

Your advertising must always sell at least one major benefit (and hopefully more) to a prospective customer. In the ad business, a benefit can be defined as something about the product or service that is helpful or advantageous to the customer. For example, the benefit of owning a car equipped with an airbag is that you are protected from injury in an accident.

Benefits m

pect from the ad.

Sell The Sizzle Not The Steak

Your advertising must always sell at least one major benefit (and hopefully more) to a prospective customer. In the ad business, a benefit can be defined as something about the product or service that is helpful or advantageous to the customer. For example, the benefit of owning a car equipped with an airbag is that you are protected from injury in an accident.

Benefits m

to a prospective customer. In the ad business, a benefit can be defined as something about the product or service that is helpful or advantageous to the customer. For example, the benefit of owning a car equipped with an airbag is that you are protected from injury in an accident.

Benefits m

the customer. For example, the benefit of owning a car equipped with an airbag is that you are protected from injury in an accident.

Benefits motivate people to buy, not the inherent characteristics of a product or service. Charles Revson, the founder of Revlon, once wrote, “In the factory we make cosmetics. In the store we sell hope.”

Hone In On The Benefits

To “sell the sizzle” you must first determine what your primary benefit will be. Ask yourself: what one thing makes my business different from my competitors? Why would a customer choose my product or service first? What exactly will the customer get by responding to my ad?

Break Through The “Ad Clutter” With A Blockbuster Headline

People