For an example of how to turn your product or service’s features into benefits, let’s look at one of our particular services.

Product/Service: Virtual Word Processing

Feature: Over 15 years of experience in both corporate and small business sectors. Benefit: Your customers will have peace of mind that work will be done accurately and to their specifications, with little or no need for them to use their valuable time to train. (Save Time)

Feature: Competitive pricing Benefit: Your customer will save money by using services rather than spending money on a temp who may sit idle for periods of time. (Save Money)

Feature: Globally available Benefit: Your customer does not have to worry about where they are located, geographically. They can receive help they need from anywhere in world, whenever they need it. (Save Sanity and reduce stress levels)

For every feature of your product or service, you need to show that there is an advantage to your clients… something that will make their life easier.

To briefly sum things up, there are two basic rules when putting together sales copy:

1.Establish a need. (Do some research and find out what your clients have to have.) 2.Show how your product or service satisfies that need.

Don’t ever forget that your potential customer wants to know what’s in it for them. So, outline your product or service’s features in your sales copy or marketing material but, more importantly, reel them in by associating benefits.

Don't expect prospects to believe what you say. Make sure you provide proof of any claim you make.

For example, collect and use testimonials from satisfied customers. Provide research data supporting your claims. Get endorsements from experts your prospects are likely to recognize.

5. HOW WILL I CREATE URGENCY?

Most prospects do not respond first time they see your promotion. Instead, they delay making any response - then often forget about you.

You can convert many of these procrastinators into buyers by giving them a compelling reason to respond immediately. For example, give them a special price if they order now - or include a valuable bonus if they order by a specific deadline.

TIP: Develop a series of 4 or 5 different special offers. Use them one at a time with an expiration deadline. When one offer expires, replace it with next offer and a new deadline. Continuously recycle through same series of offers. This enables you to create urgency using special offers without taking time to create new ones.

You need to answer to these 5 key marketing questions before you can create a motivating web page, sales letter or other sales generating communication. The answers to these 5 questions will reveal how you can get your prospect's attention and stimulate them to take action you want.

Bob Leduc spent 20 years helping businesses just like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards and several other publications to help small businesses grow and prosper. For more information: Email: BobLeduc@aol.com Subject: "Postcards" Phone: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV