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Features and Benefits Brainstorming

This is it what I use BEFORE I begin to write any marketing
copy or launch any new product or service. You can complete
this with the by-hand method listed here or use the form
that I've created (available in the FORMS section of our web
site, http://www.abundancecenter.com/forms/main.htm).

I complete this exercise even when I think I'm sure that I
have it done. The mind plays some funky games, by redoing
this exercise, my thoughts zone into what I'm working on,
and my mind becomes razor sharp.

In other words, if I am writing marketing copy and I do this
every day for many different projects, even though I did the
exercise yesterday for the same project, I repeat it without
looking at the previous version. Almost every time
something new emerges that surprises the ding-dongs out of
me. This works on the principle that when you dump it on a
page, your mind becomes free to allow what is underneath to
rise to the top.

By Hand Method

On a new sheet of paper, draw a vertical line down the
center into two columns. Title the left column "Features"
and the right"Benefits."

Let’s first start by listing the features. Leave the
Benefits for after you dumped as far as you can at this
sitting. Features are the adjectives that describe the
product or service.

Here is a few questions that will help speed your progress:
* What does it look like?
* What does it do?
* How does it help?
* What unique advantage does it offer?

How is it different from other products/services?

Your goal is to list at least 10 features.

Now let us switch to the "Benefits" column. Here you need
to describe the outcome (results) of each feature. They
need to describe the results of the feature you listed. If
you don't come up


with anything, ask yourself if that is
really a feature. If not, scratch it out and keep moving
down.

Here are a few questions to get you started:
* How does that particular feature bring value to the
customer?
* Will they sleep better, eat better, make more money, or
what better because they have it?

Next, contact some prospects or past customers (not current
customers). Ask them to identify the benefit they see in
your product/service. Usually they can give you benefits
you could not see. This is usually an eye-opening
experience so don't skip over it.

Now, number each of the benefits in significant order from
the prospect's perception. You can number them and then e-
mail ten or so prospects, present and past customers, and
ask them to number them. Then you can see how well you know
your prospects. If you are way off to their perspective,
then at least you know you need to get to see things from
their viewpoint and you can work on that.

Finally, yet importantly, choose the top, number one,
ultimate benefit that stands out. THAT, my friend, is the
foundation of all of marketing and writing marketing copy.
This isn't the end, now you need to build your marketing
strategy around this ONE, repeat ONE, benefit. Don't make
the mistake juvenile marketers make by expressing all the
benefits. This only confuses the buyers. Moreover, if your
prospects are responding, "I need to think about it" more
frequently then you prefer -- let this be your clue.

About the Author

atherine Franz is a marketing industry veteran, a Certified
Business Coach, Certified Teleclass Leader and Trainer,
speaker, author. You can subscribe to her award winning
daily marketing ezine -- Light Bulb Moment at:
http://www.AbundanceCenter.com.

 

Ezine Article Submission - Submit Your Best Articles For Massive ...
EzineArticles.com allows ezine or email list publishers to upload or download free expert content that can be used within email newsletters or websites.
ezinearticles.com
 
The Ezine Directory
The Ezine Directory lists thousands of the best email newsletters available on the internet today. Search, browse, or add your ezine for free!
www.ezine-dir.com
 
e-zine-list: John Labovitz's e-zine-list
I also wrote "Five years and counting," a longer article for Art-bin about the history of e-zines and the e-zine-list. Finally, for the real Internet ...
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BME: Body Modification Ezine - The biggest and best online bod-mod ...
Comprehensive resource on piercing, tattoos, scarification, subincision, castration and all other forms of body modification.
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Submit Your Ezine To New-List For Massive Free Exposure - Grow Your Ezine - Ezine Marketing Made Easy By New-List.com.
new-list.com
 
Ezine - Wikipedia, the free encyclopedia
Ezines are typically tightly focused on a subject area. ... CULT OF THE DEAD COW claims to have published the first ezine, starting in 1984, with its ezine ...
en.wikipedia.org
 
News & Ezine Strategies For Email Newsletter Publishers ...
EmailUniverse, The E-mail List-Owner Resource Network is an excellent source for today's Email List Owners, Managers, and Editors.
emailuniverse.com
 
Best Ezines - Email Newsletter Peer Reviews & Ezine Awards For ...
Email Newsletter Publishing Award Site: Fellow Ezine Publishers Review The Best Email Newsletters.
www.bestezines.com
 
Ezine Directory
Home | Sign-up for your Free listing | Link to us Code | TOP 100 Ezines. CATEGORIES ... ezine directory. link exchange with us ...
www.ezinelisting.com
 
Browser based email list management, ezine hosting, and campaign ...
Browser based email list management, ezine hosting, and campaign software. Keep in constant contact with clients and potential customers.
www.ezinedirector.com
 
Splendid E-zine
Splendid: Daily music reviews, articles, interviews and more.
www.splendidezine.com
 
OS/2 e-Zine - The Best OS/2 Reading Anywhere!
Monthly magazine with reviews, articles, and discussion forums.
www.os2ezine.com
 
E-ZineZ - The Handbook of Ezine Publishing
An ezine directory, free ezine builder tool, ezine tutorials including everything you need to know to start publishing an ezine or email newsletter.
www.e-zinez.com
 
EzineUniversity - Free Online Training for Ezine Publishers
EzineUniversity provides provides information, tools and products for ezine publishers. Featuring EzineUniversity Journal, EZU Tutor and FREE online ...
www.ezineuniversity.com
 
Ezines
E-zines directory with categories of free ezines, newsletters, email magazines and online publications.
www.web-source.net
 
My Favorite Ezines - The Family Friendly Ezine and Email ...
The best family friendly ezine and email newsletter directory providing education - motivation - inspiration and marketing support.
www.myfavoriteezines.com
 
Tattoos.Com Ezine Front Page
Historical information from the tribal art of Borneo to the wood block prints of Japan. Alphabetical listing of studios around the world, events, ...
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Welcome To Ezine.Com!
Welcome To Ezine.Com! Welcome Page For Ezine.Com ezine online magazine electronic magazine zine e-zine ezines eziner ezining.
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Asian American Movement Ezine
Asian American Movement Ezine is a radical and progressive zine on Asian American politics, art, history and culture.
www.aamovement.net
 
 

 
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  • how to properly use ezine advertising part one

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  • industry pro interview insider secrets to building your pr campaign

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  • internet 101 hitch your wagon to a star for internet success

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  • i want to do an ezine part 5 more promoting

  • johnny appleseed a lesson in sowing and reaping

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