Cooking Up a Winning Benefit StatementBy: Claire Cunningham
In marketing it's about what you say, how often you say it, and who you say it to. You need three ingredients to cook up the all-important what - a benefit statement that sells:
Found it? That's the core of your message. Found several holes? You'll need to prioritize.
Now, write alternative introductory sentences using words that create an emotional connection with your audience. Test your alternatives with prospects and see what gets the best reaction. A marketing consultant can help craft alternative benefit statements and provide an objective viewpoint.
© Copyright 2004, Claire Cunningham
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