Greetings, friend, entrepreneur and fellow business builder. I'm marketing master Jim Ackerman and this is your 30-second marketer tip of the day. We've talked a lot about features and benefits and last time we talked specifically about building yourself a desk reference or a library, a collection if you will, of features, benefits and combined feature and benefit marketing statements that you can use in all of your marketing efforts. In other words, you can use them for advertising, you can use them for developing face-to-face or telemarketing sales scripts. I want to talk to you about these feature benefit statements and how you can effectively use them in your advertising today. There are actually four different ways that you can put these statements to use. Actually five different ways. Number one, they could become any line in the body copy of any ad that you put together. They're that powerful and that useful. However, you can actually use these benefit feature statements. Number one, for headlines. If you create a powerful benefit feature statement, it can become your headline or you could use it as a subhead, right, beneath the main headline to further enhance and make that headline more compelling. There's another technique called crossheads. These are target places through the body copy that draw the ad to the next part of copy. If a benefit-oriented statement is placed in the role of a crosshead, it's even more powerful because not only does it draw the eye, but it also provides that reinforcement as a benefit statement. The final use that I suggest you use these benefit feature statements is in captions for your photos and illustrations. Photo and illustration captions get read almost as much as headlines and more than most body copy. So it's very important to number one, use a caption with each of your photos or illustrations and number two, make sure it's a benefit statement. And that is your 30-second marketer tip of the day.