Features vs. Benefits - The Mystery RevealedWritten by Butch Pujol
This article may be reprinted provided resource box's, Web address's and copyright information remain.
Whenever someone mentions advertising or sales you can be sure phrase "features vs. benefits" will come up in short order. Everyone knows that phrase. Everyone knows that features don't sell, benefits do. However, exactly what is a benefit and how do you turn features into them?
Let's get some definitions set forth first. A feature is an attribute of a product or service. Web site hosting companies will often tell you there package offers "catch all" email addressing. That's a feature. That type of email is a mechanical part of hosting package.
To determine benefit, you look at how catch all email adds value to customer. In other words, "What's in it for me"?
The customer doesn't care about mechanical feature of hosting. What they do care about is how catch all email can improve their life. Catch all email allows anything typed before "@domainname.com" to go through system and make it to "primary" email box. The benefit of catch all email is that even messages with a misspelling in them make it through so you stay in contact with your customers. Every online business owner cares about that.
One of most effective ways to derive benefits from features is to address problems or concerns your customers have. Let's turn our attention to ebook industry for a moment and define some concerns these customers might have.
When publishing an ebook, concern is primarily about getting information across to readers. It needs to be in a format they can readily access. While reading sales copy for some ebook compilers, phrase "no reader required" came up. This is a feature. It didn't mean much to me until I read benefit
Things You Might Like to Know about CopyrightsWritten by Jan K.
You may be under false impression that before you can get your text published, you must "get copyright" to your own written material. You might also think that in order to get copyright, you must "apply" for it. This is just not so. In following few paragraphs, I'll give you some simple facts about copyrights that may help you in your quest to get published. First, it is important to understand that you cannot "copyright" an idea; you can only copyright what you have written. That is, you might have just written greatest self-help manual on how to breed guppies. And you did, indeed, file for your copyright with Library of Congress. Three weeks after completing formal copyrighting process, you find out that manager of your neighborhood pet store (where you've been buying your guppies) has just sold TV rights to a new hit show "Breeding Guppies" and he is using many of same principles that you've outlined in your manual on how to go about guppy breeding. So, naturally, since this is 21st Century and you live in America, you want to sue guy. You think you have a sure thing, and you are dreaming of million-dollar award that jury is sure to give you. But…you'd better not put a down payment on that Guppy Farm in Iowa just yet. The manual you wrote, exact words, phrases, sentences, paragraphs, and chapters that you wrote, belong to you. It is illegal for anyone to reproduce or use any of that text, in part or in whole, for profit without your permission. However, you must be able to prove that your exact words have been stolen before you can get an award for copyright infringement. So, you know that guy with his hit TV series? Well, unless he's reading from your manual word-for-word, or attempting to sell your manual as a supplemental text that he's written, then he's probably doing nothing illegal. He's just using idea of breeding guppies. You do "own" copyright to your text, all its words and clever phrases. And you don't even have to file with Library of Congress in order to have copyright on your text. The copyright is conferred upon you minute you write your New York Times Bestseller. All you have to do is be able to prove, beyond any doubt, date that you wrote material. For your protection, then, it is wise to print and date your material, and establish with a third party through a written communication that you have just finished your text. At that time, you can legally affix copyright symbol (the letter c inside a circle) to your work. Now here's where a formal copyright comes in. By filing with Library of Congress (and paying them their required application fee), you can establish definitively a date of copyright that will stand up in any court of law. Any judge or jury will defer to your date over someone else who can merely claim by word of mouth that his text came