In our previous BizTips, we discussed how you can grab your audience’s attention using powerful headlines. Now that you have their attention, how do you keep them interested in reading the rest of your marketing material? That is exactly the purpose of this BizTips issue.

In developing any printed material, we have the inclination to inform our readers of all the services that we provide.

This approach is called the “Feature List” approach. Features have no meaning to your audience because they are looking to solve a particular problem. Your job is to give your readers a “Benefits List” a list that tells them what the benefits of doing business with you are. Consider the following example:

• Among the top 4% of dentist in the country practicing General Dentistry
• Graduated from Some really important university, the world’s premier dental education center
• Practicing advanced general dentistry

Although the above example is factious and may not make sense, the point is that this is a feature list; here is why it is not good advertising:

• Why is being in the top 4% practicing general dentistry is important?
• Why is it important to list that this dentist graduated from the world’s premier dental education center?
• Why is it important to include that they practice advanced general dentistry

What is important is for you to examine these items and think about how you can benefit your audience. It is easy to turn features into benefits. Look at your advertising and think about how you would convert your important features into benefits. Send us an email if you’d like to know more.