Marketing Success—How to Interest Your
Prospects, Not Your Product Sales Reps

As we discussed last week, priming a prospect for business means
getting the prospect emotional. That done; you can begin selling a
solution. Notice I said solution, not features and benefits.

The truth is, your prospects don’t want to waste time deciding if your
features and benefits apply to them. They have more important things to do.
(Important being defined as: “whatever else they’d rather be doing.”)

Example 1 (excerpt):

Investing 4 U ,30-Second TV Commercial ,Spot #2
*Names have been changed for privacy purposes.  

Scene: Guy looking at mess of pamphlets, statistics, financial reports, etc. with his eyes glazed over and hair mussed.

Voiceover:

Federal tax-free municipal bonds, corporate bonds, government bonds—what’s right for you?

More importantly, are ANY of them right for you?

John Willoughby:

Hi, I’m John Willoughby, with Investing 4 U. If you’re feeling overwhelmed and under-prepared to make that decision, call me to set up a time to discuss YOUR needs and YOUR options.

Don’t leave your future to a best guess you’re not confident in.

Notice how this commercial doesn’t talk about features and benefits. It provides a solution to two powerful emotions, feeling overwhelmed and under-prepared.

Does that mean you should never include features and benefits? Absolutely not. It simply means they should not be the foundation for selling. They are, if you will, supporting characters. They lend legitimacy and value to your solution.

Example 2 (excerpt):

November 12, 2003

Dear Josie,

Admit it. You’ve worked hard all year and next year promises to be no exception. But with a little forethought, you can guard against corporate burnout. Plan your escape now!

Restore your depleted energy reserves aboard the Celebrity Horizon with a luxurious six-night cruise to Bermuda .

From Broadway-style shows, to the ship’s 1,200-piece art collection, to lectures, or simply sipping warm cognac accompanied by a hand-rolled cigar, Celebrity Horizon has something for everyone.

Upon your arrival in St. George, Bermuda , languish under a gleaming sun cooled by the island breeze and dulcet tones of an endless ocean. Then take the afternoon to meander through the island’s exclusive boutiques and enjoy its rich colonial heritage. For four days, Bermuda will be yours to explore. Conveniently scheduled over Memorial Day weekend, you need only miss three workdays to revel in this refreshing retreat!

This all-inclusive trip, which includes port taxes, lodging, tips, food, and more, can be yours for just over $1,000. Book your time for peace of mind! Call today.

In this piece, specific features and benefits were chosen to SUPPORT the solution to corporate burnout.

Next week we will shift our focus from the broad strokes of good marketing copy to the details that make the difference between polished, effective marketing pieces and amateur attempts at professional copywriting.

Committed to your marketing success,
Lina Penalosa
May 3, 2005