Now, just give me a second here.

Remember when you first started learning how to write copy? Whether for a classified ad or a sales letter, it was drummed in that it had to be a 'compelling offer,' heavy on benefits, not features.

But, telling difference between benefits and features, plus putting together offer in a convincing way, was a bit tough.

Then, late one night, I stumbled (clicked?) onto a secret treasure trove of ideas, that I've continued to use to this day.

If you want to hear benefit-laden offers presented in a emotional and compelling manner, just watch infomercials!

Note how they effectively use following (think you could incorporate any of these in your offers?):

*Testimonials. The participants describe products used on a very emotional level. Because they took a chance and ordered, their complexions are now clearer, waistbands looser, their meat grills easier (and with less fat)...

By positioning testimonials in such a way that audience identifies with them makes 'what's in it for me' come across in a very clear and compelling way.