Isn't it? Wouldn't it? Wouldn't they? Wouldn't you? Aren't they? Aren't you? Wouldn't you agree? Don't you agree? Can't you? Couldn't it? Doesn't it? Right?

If you have been marketing for very long, you have heard about concept of "features versus benefits." Features are what your product has or does. Benefits are why your prospective customer would want those features. What will your product do for them? For example, if you have something that is metal instead of plastic, metal might be a feature. But benefit might be that it is more durable, longer-lasting, or unbreakable.

A common practice on web pages that are written as sales letters is to use a bullet list to present features or benefits. Let's just imagine a couple bullet points for some imaginary "tie-down creator" software. Most people would write bullets as features. A couple features might look like this:

- Creates tie-downs automatically - Adds tie-downs to end of every statement in a list of statements

Not very exciting bullets, are they? (Wow... there's an example of a tie-down that I want you to say "no" to!)

Now let's imagine how someone might write a couple bullets as benefits:

- Get your prospective customers nodding their heads in agreement with every major point in your sales copy! - Get a prospect to say "yes" to almost any marketing statement of your choosing - long before you get to close!

That's an improvement over writing marketing bullets as features, isn't it? But although that might get their interest and even get them thinking of how they could use product, it doesn't build agreement yet. Let's try wording them a little differently:

- If you could get your prospective customers nodding their heads in agreement with every major point in your sales copy, that would be likely to increase your sales, wouldn't it? - If you could get people saying "yes" to almost any marketing statement of your choosing - long before they even get to close - that would be valuable to you, right?

Would you agree those bullets do a better job of building both interest and agreement? (And did you catch that example of a tie-down at beginning of a sentence?)

Now for your homework. It's time to go look at your website with a critical eye, while this article is still fresh in your mind. Are you selling features or benefits? Are you using tie-downs on marketing statements where they would help build agreement that will lead to sales? If not, you know what you need to do!

Finally, you have right to cancel orders that you can't fill in a timely manner. Your must, however, promptly notify customer and make a prompt refund.

Running Late? Overwhelmed with Orders?

The Rule gives you several ways to deal with an unexpected demand.

You can change your shipment promises up to point consumer places order, if you reasonably believe that you can ship by new date. The updated information overrides previous promises and reduces your need to send delay notices. Be sure to tell your customer new shipment date before you take order.

You must provide a delay option notice if you can't ship within originally promised time. The Rule lets you use a variety of ways to provide notice, including e-mail, fax or phone. It's a good idea to keep a record of what your notice states, when you provide it, and customer's response. If FTC comes calling, records will act as your saving grace.

In Closing

If you are selling products online, make sure you have sufficient inventory. The FTC has a history of aggressively fining companies that fail to deliver products. This is particularly true if you fall on your face during Christmas season.