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Part II: Use the S.A.L.E.S. Model > List Benefits from Your Readers’ Viewpoint

Chapter 8. List Benefits from Your Readers’ Viewpoint

“Benefits” is a household term to well-trained salespeople. They know the secret to selling toothpaste is not to list its chemical ingredients, but to point out the sex appeal of fresh breath. Let’s face it. The average consumer could care less that toothpaste contains technical sounding ingredients such as sodium monofluorophosphate.

Marilyn Ross, author of Brazen Marketing for Shameless Hussies, advises, “When you emphasize benefits, you tell the customer/client what she or he will get: not what your product or service is, but what it does. Features tell what it is. Benefits tell prospects what’s in it for them.”


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