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As a successful author interested in [link widoczny dla zalogowanych] building a business around your book, you must understand the difference between features and [link widoczny dla zalogowanych] benefits. Features are tangible and benefits are intangible.
Features describe what a product is or has based on physical/tangible characteristics. On the other hand, benefits are feeling oriented.
Remember that the reason people come to the Internet is because they have wants and desires and want to be satisfied. This is the *sole* reason that people come to [link widoczny dla zalogowanych] the Internet. The key for you is to market to people's problems and present yourself as the only credible solution.
Once you know your market's problems, you will [link widoczny dla zalogowanych] create a list of benefits that they will experience from dealing with you. You want to distill this list of benefits down to their very essence, which gives you your key benefit. [link widoczny dla zalogowanych] You do this by playing the Which Means What? game with yourself (choose a benefit and ask yourself Which means what? to get down to the base benefit)
You must record all the features and benefits that your product will provide to your target audience.
What is the difference between Features and Benefits? Here are some Definitions to help!
Definitions: Feature = What a product IS or HAS [link widoczny dla zalogowanych] Advantage = What your product DOES
Benefit = How your product HELPS you
Example Let's look at the example of a pen. Let's say you design a new fangled pen using a proprietary ink formula that you have developed.
Feature: Has non-blotching ink Advantage: Won't leave blotches of ink and hence smudge marks on a page
Benefit: Saves you the frustration of making a mess by smudging blotches of ink. Saves you the frustration of [link widoczny dla zalogowanych] trying to get your ink to flow properly. (Which means what?) Saves you [link widoczny dla zalogowanych] money since you don't have to purchase pens as often.
You are now going to create a Benefits vs. Features comparison for your book.
Try An Exercise: List every possible feature and benefit that your product offers your target group. Make sure that includes everyone. The key with successful marketing is to focus on the benefits, especially those that make you different in the market place, while meeting your market's needs.
Remember, the most successful marketers in the world sell feelings. This is because they know the secret to making money from other people: People buy based [link widoczny dla zalogowanych] on the emotional experience it creates for them and then justify their purchase [link widoczny dla zalogowanych] rationally.
Position all the benefits of what your book, product or service does for someone. Then distill the key benefits that you offer the market place.
When you discuss [link widoczny dla zalogowanych] your benefits use lots of subheads and bullets in the copy that you use in order to position them powerfully.
In fact, if you can get testimonials from people you have helped, have them list all of the problems you have helped them resolve and them look at the benefits of solving each of those. Have those writing testimonials for you key on the problems and the corollary benefits.
This is the best way of selling feelings. Focus on the benefits of your book, product and service and let others tell stories about how you solved their specific problems.
Glenn Dietzel set Internet records including making $100,000 in under three months from a list of 500 off an 18 page eBook...a system now used with clients the world over. Recognized [link widoczny dla zalogowanych] by online marketing experts Ted Ciuba, Alex Mandossian etc. as well as e-publishing giant ADOBE.

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