Separate yourself from your competition - continually declare your Unique-Selling-Position What is reason you went into business? This usually defined your competitive differentiation or unique selling position. It is reason you are different than what your competitor claims. In marketing terminology this is called USP. For example, do you provide faster results, superior products, easier access, personal attention or a better guarantee? Whatever your USP it must be a common thread throughout all marketing and sales material.

Promote that advantage in all of your advertising. Give your prospects a reason to do business with you instead of with your competition and you'll automatically get more sales.

Promote benefit, not features!

Buying customers don't want your product or service. They want benefit produced by using it. Construction workers want holes not a drill. Painters want a certain color on a wall, not paint. Car buyers want convenient transportation with a certain image. Dental patients want healthy and good-looking teeth without suffering any pain. Make your web pages, sales letters and marketing programs a consistent in message with fresh content as to benefit your customer receives by doing business with your firm.

How many more ideas can you think of?

Frank Williams is a marketer. With many post graduate courses in management, leadership, marketing and technology to his credit, Williams is a widely respected speaker, author and technologist. He has significant knowledge in marketing strategies and is the founder and CEO of Global Marketing, Inc. - a leader in business, marketing and sales consulting

A feature is "an attribute or quality" of product. For instance colour, sharpness, or construction material and method.

A benefit is "a service or function" product delivers to user. For instance speeding up a process, or making an activity, task or job easier.

-->Sidebar Remember : People do not necessarily buy features. They always buy benefits. <--

Step #5 - Headlines -------------------

Now you have all pieces of your jigsaw start to build your "Mind Capture Weapon".

Headlines can be formatted as :

* Commands - "Dare To Write Good Headlines"

* Questions - "Do you want to write good headlines ?"

* Announcements - "New product writes your headlines"

* Coaching - "How to write good headlines in 7 easy steps"

Write as many headlines as you can, some marketers write 50 or more, and format them in different ways.

Now let them to "stew" for a 2 or 3 days before reviewing and choosing best ones.

For software to help you write compelling headlines see relevant resources below.

Step# 6- Write The Copy - Like A Master Storyteller. ----------------------------------------------------

"Using action triggers that deliver your MDA, weave a personal story for your prospect around your product and it's benefits to them."

Your copy must be persuasive, emotional, and truthful.

Without exception, people love stories.

Use your

* Action trigger list,

* Prospect profile

* Product benefits

to weave a story that captures your prospects mind.

This is goal you started out to achieve and a story incorporating these features is how you do it.

Story telling is one of many mind motivators that capture your prospect's mind and attention.

A new product about to be released will show you many other magical mind motivators that you must learn to use to capture your prospects mind.

Step #7 - Ask For "Most Desired Action" ---------------------------------------

Your "Most Desired Action" may be :

* Getting prospect to subscribe to a product.

* Getting sale.

* Getting feedback and comments.

* Getting contributions, donations or other help.

Whatever it is, you must ask for it in clear explicit terms.

Relevant Resources ------------------

* "Win The war Of Internet Marketing" - e-Book, available at http://www.simplyeasier.com under "Digital Info Products"

* "Headline Creator Pro" - available from http://www.headlines-creator-pro.com

* "7 steps to writing articles people just have to read." article at http://www.simplyeasier.com/ownarticles.html

* Mind Motivators product - Available Mid March 2004 from http://www.simplyeasier.com

------------------------------------------------------------ Conclusion

Use tactics described here to write copy. Then test each detail from action triggers, benefits, headlines, prospect profile, and offer until you have a mind capturing weapon in your arsenal. Use this in "Marketing War" and you will have a weapon that sells relentlessly and repeatedly for you. ------------------------------------------------------------ Charles Kangethe of http://www.simplyeasier.com is a leading new wave marketer and a published author from England. The "Simply Easier" brand name is your guarantee of high value, quality Marketing Products, Services and Resources. ----------------------------------------------------------- -