Secrets to Getting More Response From Your Mail part 3

Emphasize benefits, not features

People want to know “What’s in it for me?”, not what’s in your product or service. Features are what your product has. Benefits are how it improves your life. SPF 50 is a feature of sunscreen. Helps prevent skin cancer is the benefit. As an old ad man once said, “Sell the sizzle, not the steak.”