Dramatic Sales Writing

Here's a question I've been pondering lately, because of the
feedback I got back on my 2nd version of the AWAI vitamin
letter assignment.

What's a benefit?

Those of you who are copywriters are even student
copywriters who've gotten past the first day should be able
to say that benefits are what the prospect/customer gets
out of using/experience the product.

That's the surface, and I think I pretty much get that.

But my reviewer called many parts of my letter features
instead of benefits even though they were about the
prospect -- and then explained that benefits were the
specific advantages prospect would get.

For example, "maintain memory" is a feature. "Remembering
where you left your TV remote control" is a benefit.

Nobody wants to maintain their memory, they want the
advantages of retaining their memory.

Now, I agree that the second is deeper and more concrete
than the first -- and therefore more effective.

I also agree that we should make benefits clear
to prospects -- not tell them something without
making it clear how it will benefit them. We
should not expect them to do the work.

But it seems to me that most people do understand
deeper health benefits without too much trouble -
at least very basic ones.

I'm still not convinced the retaining memory is not a
benefit. Especially when Alzheimer's is such a persistent
fear of seniors and those of us approaching that period.

We want to remember where we left the remote control --
but beyond we want to remember our friends, loved ones
and we ourselves!

Don't most people who are at all tuned into the
media and who know of Alzheimers aware of that
danger?

A recent sales letter I wrote:

Dreams and a More Fulfilled You


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