Read This, Sell More: Direct Mail Marketing Is About Benefits,
Not Features
Your customer wants a cleaner kitchen, not a kitchen cleaner.
Your customers are interested in benefits, not features. So sell
benefits in your sales letters.
The difference between a feature and a benefit comes down to
this: A feature is what something does. A benefit is what
something does for you.
Everything you have to say in your direct marketing sales
letters boils down to features and benefits. With every piece of
copy you write, however long or short your copy, you are always
talking in terms of features and benefits.
When I worked on the Bell Mobility account, I discovered that
the marketing folks at Bell have a policy of always presenting
the benefit first, followed by the feature. I had usually
written things the other way around. But they had a good policy.
For example, I would have said,