You begin with a fancy graphic, your company logo, a slogan, and perhaps a special offer. However, more needs to be included in your sales copy to actually get your customers to buy. You need to include some your product’s features. But, more importantly, you have to list benefits of your product or service.

Let’s begin with your product or service’s features. These can include price, colour, options, or availability. Your customer will need to know some of these features to determine if what you have to offer is what they want to buy.

But, it’s benefits of your product or service that may be deciding factor in whether they buy from you as opposed to from your competition.

Benefits are advantages your customer gets from purchase of your product or service. What does it offer buyer that will be advantageous to them; that will fill a need; that will make their life easier; or that will solve a problem?

Acquiring new customers from your advertisement or marketing material will be more likely to happen if you show them benefits they will receive from purchase of your product or service. Show them “what’s in it for them”.

Let’s look at Webster’s Dictionary’s definition of a feature and a benefit (in context of a business’ product or service):

Feature: noun: a prominent part or characteristic; structure, form, or appearance.

Benefit: adjective: receiving or entitling one to receive an advantage; help; useful aid.

When you know answers to these 5 key marketing questions, you can create effective web pages, sales letters and other sales generating communications. The answers to these 5 questions reveal how you can get your prospect's attention and motivate them to take action you want.

1. WHO DO I WANT TO REACH?

Describe detailed characteristics of your ideal prospect. Be very specific.

Once you clearly define characteristics your ideal prospect you can develop a powerful sales message appealing directly to their unique interests and needs. Prospects are more likely to respond when they feel you are talking directly to them about their individual needs.

2. WHAT ACTION DO I WANT TO GENERATE?

Decide in advance what action you are trying to stimulate. Do you want to get inquiries for your product or service? Do you want to produce sales directly from your promotion? Or do you want to build a list of qualified prospects willing to receive frequent offers from you?

You can develop an effective promotion in a short time when you have a clear understanding of action you are trying to generate.

3. WHAT IS MY COMPETITIVE ADVANTAGE?

Identify why prospects should do business with you instead of with a competitor selling a similar product or service. For example, do you provide faster results, easier procedures, personal attention or a better guarantee? If you cannot think of a reason - create one. Add something to your business you are not already doing.

Your competitive advantage can be responsible for fifty percent or more of your sales. Make sure you have one - and don't lose it. Keep checking on your competition and make any changes necessary to keep your competitive advantage.