When I first rolled out my “Wake ’em Up Video Professional Speaking System” http://www.antion.com/speakervideo.htm I went through the entire course and wrote down all the features of the course, i.e. everything you would learn if you had the course. I was really proud of myself for writing a long sales letter that had bullet points with all these great features. I sent a notice of the new product to my ezine list which drove the readers to my long sales page. Ooohh boy! I was about to make a ton of money . . .

Well not that day. Not one order came in. I was really shocked and disappointed after all the work I had put into the product and all the work I had put into writing the sales letter. So what was wrong.

I obviously didn’t have a clue so I turned to a professional copywriter and had him look at my work. He said, “It’s all great Tom except you didn’t put any benefits in the sales letter.”

Hmmmmmm. I had no idea what he meant by that. He went on to tell me that I had done a stellar job of listing all the “features” of the product, but a lousy job of listing the “benefits” of buying it. The copywriter told me what to do to fix the problem.

My task to fix the sales letter was to match each feature with the corresponding benefit.

For instance. One of my original first bullet points was.

· You’ll get Push Marketing Techniques

Here’s the same bullet point with the benefit added.

· Push Marketing Techniques. You’ll reach thousands of prospects at virtually no cost to you.

I did the best I could at going through most of the bullet points and adding the benefits to the features. I sent the announcement again to my list and sold $10,000.00 worth of videos in one day.

The lesson I learned from this is to never overestimate the intelligence of your audience. You must tell them exactly how your product or service will benefit them.

Filed under: internet marketing

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