out brochures and literature to non-qualified prospects.

"Sell Benefits. Sell Benefits. Sell Benefits." Ugh, not only am I getting sick and tired of selling benefits, I get the feeling the American public is tired of getting just the fluff. To present benefits in their best light, showing product features brings additional credibility to the table. In Level I marketing, we all learned to sell benefits: "With the new Spinner II Fishing Rod, you'll catch more fish." Benefits like this may hook the mass consumer, but they leave the knowledgeable fisherman hanging on the line. When the educated consumer is the core of your target tiffanys, even smooth, persuasive, benefit-heavy copy shown without features may be missing the boat. This may leave your most lucrative prospects standing in shallow waters, and your firm missing orders. Too bad, when the big fish are so close at hand - you could lure them in if you just use the right line. Reely.

Sure, your better customers still want to catch more fish. And it may be true the mass audience doesn't want thin, responsive fishing line, and a hypertonic fishing pole...they simply want to catch more fish, faster, and with less effort. But product features appeal to both the non-educated market segment and the sophisticated buyer, who is probably in the center of your target group. Show them the features, and their enthusiasm will spill over to the masses in a statement that says, "Use this line and rod, you guys will catch more fish."In letters, you still need to show the benefits, and sell the call hard. Ho hum, some things never change. Example: "With the new Spinner II Fishing Rod, you'll catch more fish. Call now and get..." To generate maximum calls, I always like to offer something free: "and get our free instructional manual, "Using the New 1999 Technology to Catch More Fish Today." If the premium is of interest only to targeted prospects, you'll save stuffing time and postage money by not having to send out brochures and literature to non-qualified prospects.

Collateral material can be exceptionally effective as a call generator from space advertising when offered as a free "instructional" or "how-to" booklet. In fact, literature can be an effective sales tool when actually disguised as an instruction manual. Instruction manuals are by nature heavy with both product features and benefits. An tiffany accessories bonus: an instruction manual offer generates calls from more qualified buyers. Anyone that calls to receive your instruction manual on the new Spinner II Fishing Pole is either a fisherman, a fisherman's wife or a competitor. Reminds me of a sign I saw while staying in a rental house on a fishing trip in the Pocono lake region: "Wife Wanted. Age not important. Looks not important. Must be of good nature, willing to cook and clean fish. Should like to fish. Must have sturdy boat with motor. Send picture of boat."

Your space ads should have a lead of your biggest benefit in its headline. Because of space constraints, you probably won't have much room for full features - but a bulleted list can work just fine in a small space. Industries that have feature-intensive products have dealt with a feature laundry list well - just look at the computer industry. You can't find a computer ad without a brief bulleted list of features following each model: 4 gig HD*64/Ram*12xCD*1.4 Meg drive*56K modem*etc. From our space ad we've gotten a serious tiffany keys to call. We need to send the final selling vehicle to close the sale and no, I'm not talking about your general brochure - I'm talking about a hard-hitting direct response selling vehicle. This can be a letter and sales sheet, a brochure, or a catalog - it doesn't matter, but when the prospect has finished reading it he goes over to the phone, picks it up, and calls to place an order. The printed material did all it could, and all that we asked of it - it made the phone ring. The material I'm talking about is designed from the get-go to make the phone ring.

Now that the phone has rung, my job is usually over. Now it's up to you: here's the phone...a warm prospect on the other end of the line! Your turn: "How soon were you thinking of buying one? Did you like the red one or the blue one the best?" "When did you need it by?" "Did you want that delivered or will you pick it up?" tiffany notes on the phone is so much easier than selling from a sheet of paper, don't you think? You get feedback, buying signals, two-way response, a real live voice expressing thoughts and feelings. How refreshing that must be! It's pretty foreign to us who create direct mail packages - we never get any feedback, except percentages - or the occasional balk from clients when they get our bill.