This is it what I use BEFORE I begin to write any marketing copy or launch any new product or service.

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