By Kim T. Gordon

Here's a tiny fact that can have an enormous impact on your bottom line: There's a major difference between what you're selling and what your customers are buying. "In the factories, we make cosmetics; in the stores, we sell hope," Charles Revson, founder of Revlon is reported to have said. He understood that while he was selling blush, powder and mascara, what really mattered was how those products made his customers feel. Revson was marketing the idea of beauty.

Features are the characteristics of your product or service -- or of your company itself. Benefits are what your customers will derive by using those features. No ad, brochure, or direct mail package can be successful unless it addresses the benefits your customers will enjoy by choosing to work with you, so it's vital to identify those benefits and make them the crux of your company's message.......[read more after logging in]

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