But it s absolutely crucial for business success. This essential you-centered approach starts with the very words you use. Take a look at your draft. It ought to be in the first line or two. Then bring in the crucial benefits.
Benefits are like punches.
You want to drive them home, yes right into the face of the prospect. Focus on the recipient. Don t say, Hey, buy my book, which is the elementary mistake too many marketers make. Yes, when you use this, you ll save money now, be more profitable sooner, and still get the ads you need to market your business. HBM 1999 by Dr. Jeffrey Lant.