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Title: Entrepreneurs: Benefits vs. Features-Know the Difference!
Author: Judy Cullins
Copyright 2005. All Rights Reserved.
Bio: Judy Cullins, 20-year Book and Internet Marketing Coach works with small
business people who want to make a difference in people's lives, build their
credibility and clients, and make a consistent life-long income. Author of 10
eBooks including Write your eBook or Other Short Book Fast, Ten Non-Techie
Ways to Market Your Book Online, The Fast and Cheap Way to Explode Targeted Web
Traffic, and Power Writing for Web Sites That Sell, she offers free help
through her 2 monthly ezines, "The BookCoach Says...," "Business Tip of the
and blog Q & A at http://www.bookcoaching.com/opt-in.shtml and over 170 free
articles. Email her at [EMAIL PROTECTED]
Article URL: www.bookcoaching.com/freearticles/article-77.shtml
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Author Contact Email: [EMAIL PROTECTED]
Category: Online Marketing / Under 500 Words
Description: Entrepreneurs know their business. They know their product,
their service. Many of them write creative Web sites. But, one thing they are
as adept at is promotional copy. The same goes for authors. It's not the book,
it's the hook! Benefits sell. Features explain.
Keywords: Judy Cullins, internet marketing coach, ebook promotion, internet
promotion, book coaching, San Diego, eBook, online marketing, free articles,
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services, write ezine, increase targeted web traffic, web site headlines,
features for client, features, marketing tips, eBook marketing, submit ezine,
Web promotion, ecommerce, epublishing, viral marketing, sales letter, ezine
articles, promote eBook, write article, promote your ebook with ezine articles
Judy Cullins, M.A.
P.S. To receive a complete list of over 170 free articles with autoresponder
addresses go to www.bookcoaching.com/freearticles.shtml.
Entrepreneurs: Benefits vs. Features-Know the Difference!
Judy Cullins ©2005 All Rights Reserved.
Entrepreneurs know their business. They know their product, their service.
Many of them write creative Web sites. But, one thing they are not as adept at
is promotional copy. The same goes for authors.
It's not the book, it's the hook! It's not the beautiful Web site, it's the
one with benefit-driven headlines that lead your visitor straight to your sales
message. What you say outside the book covers matters. What you say about
your service on your site must be so much more powerful than your story,
personality, or mission statement.
Benefits sell. Features explain.
Always promote with benefits over features. Benefits show the value of your
products. They solve your particular audience's problem! They tell your clients
and customers what they will gain--and what they will lose from your product
or service. Some common benefits include: more money, less trouble, more time,
less stress, desirable relationships, less drama and trauma, and more zest
and energy, less fatigue.
Apply this Essential "Hot-Selling Point" Before you Write:
1. Write down a list of 5-10 benefits of each product and service. Think
about your number one benefit your book or service solves. For example, your
clients and customers don't want to know only how to get their book written,
want to know why should they write it? How much will their business thrive from
putting that effort out? Will they get more credibility, more trust, and more
For her book, "Tug of Heart," one client wrote this partial list of benefits:
experience deeper hues of joy, enjoy more passion, trust yourself, engage in
work you love, more energy from being in a state of unblocked flow, life on
terms that fit you, experience greater confidence in making choices that are
right for you, more through challenging decisions with ease and confidence, and
live your juiciest life yet!
>From these, this client wrote the sales piece for her book's back cover and
her Web site.
2. Write down specific benefits. Include how your customer will feel after
buying your product. For instance, after you buy my book or product, you'll
and feel 10 years younger without a face-lift. Let them see a picture of what
it's like to be the happy author, who sells enough books to take that
Caribbean vacation each year.
3. Include some of your personality in your promotion copy. For example, "My
book is less than the price of a good dinner, with wine of course! And the
skills in it will serve you every day for as many times as you choose to
duplicate your success results.
Always answer your customer's question, “Why should I buy your product or
service?” with strong benefits to help them solve their problems. Benefits
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