HOW TO USE 'THE BIG BENEFIT' TO INCREASE YOUR SALES AND PROFITS

>work on time. Youhave breakfast with your family
People buy products or services from you becauseand decide how to spend theday while your
they expectto gain a benefit. The benefit is morecustomers place their orders at your newautomated
valuable to them thanthe money they spend to getwebsite." (An Internet business opportunity)
it. You can use that benefit 3different ways to3. STIMULATE YOUR PROSPECT TO START
increase the results produced by yourmarketingENJOYING THE BENEFIT NOW
efforts....by taking immediate action to get it. Three of the
1. Immediately state the benefit to draw thewaysyou can persuade immediate action are:
prospect intoyour promotional message.** Make an offer with a short time deadline.
2. Dramatize the feeling of enjoying the benefit(discount,bonus, etc.)
tointensify your prospect's interest.** Provide several easy, fast ways to buy. The
3. Stimulate your prospect to start enjoying themore thebetter. (online, phone, fax, etc.)
benefit NOWby taking immediate action to get it.** Guarantee fast delivery. This is easy if you can
Apply all 3 of these when you develop anydeliveryour product or service online. Otherwise, offer
promotionalmaterial -- including the content of yourto shipyour product immediately or start providing
website.the serviceimmediately after your customer orders it.
1. STATE THE BENEFIT IMMEDIATELYIS IT A BENEFIT?
...to draw the prospect into your promotionalBe sure you're promoting the biggest benefit your
message. Statethe benefit in the headline of your ad,customersget from your product or service -- not a
the first sentenceof your sales letter or in a title atfeature of it. Afeature is what your product or
the top of yourwebpage. Use it as the opening ofservice is. A benefit iswhat your product or service
your audio or audio-videopromotions. It immediatelydoes for your customers.
captures your prospect'sattention and provides aFor example, an anti-virus software program may
compelling reason to continuereading or listening.includeweekly online updates. That's a feature. The
For example, I recently saw this headline at the topbenefit is -- anew computer virus will never destroy
of awebpage: "Increase Your Online Profits 40%any data on mycomputer. That's the result a buyer
Now". The websiteoffered businesses the service ofwants. People never buysomething to get a feature.
accepting credit cardpayments online.They always buy to get thebenefit produced by the
2. DRAMATIZE THE FEELING OF ENJOYING THEfeature.
BENEFITWORKS FOR A SMALL AD TOO
...to intensify your prospect's interest. Use a wordIncluding all 3 methods of promoting a benefit in a
pictureto help your prospect visualize the feeling ofsmall adcan be challenging because of the limited
enjoying thebenefit you offer. Here are 3 examplesspace available.
you can use as modelsfor developing your own wordHere's an example of how one business did it with
picture:only 18words.
"Know all your bills are paid as you and your family"Take more profit from your business and enjoy less
leaveon a 2 week vacation." (a financial planner)stress!
"The pleasing aroma of this new shampoo remindsFind out how - before your competition does."
you ofdriving through the country after a freshCustomers buy your product or service to gain the
spring rain."benefit itoffers. Determine what that benefit is. Then
(shampoo offered by an MLM distributor)use it 3different ways in all your marketing materials
"It's Monday morning. As you get up, all yourandpromotions. You'll be surprised by how it increases
neighbors arealready on the freeway trying to get toyoursales and profits.