1. Have you translated your features into benefits?
The easiest way to tell?

A feature is what your product or service does.
A benefit is what is does for me!

Silver fibers kill bacteria (feature)
Your socks won't smell (benefit)

Having trouble translating features into benefits? Click here.


2. Is it all about "you?"
And by "you" I mean the ad's target audience.

Are you talking about yourself or are you addressing the reader?
(see above silver example or example below)

You can reach us 24 hours a day!as opposed to
We provide 24 hour emergency service.


3. Did you communicate your credibility?
Credibility can be demonstrated with:

Length of time in business, "Since 1979..."

The size of your facility or company, "Our newly built 5,000 sq...

Accreditation or membership, "The first and only practice in the Permian Basin that is accredited by..."

Testimonials
"I would urge all of you to open the link ? located just before Elizabeth?s sign-off. There is a ton of meaningful information in that posting. Take the time to go through it, opening the various links and you will be surprised what you find. Elizabeth does a posting on the ListServ from time to time. You should make a note to yourself to open them each time and take a look. For those of you who don?t know, Elizabeth does consulting in the O&P field and writes a column in various trade publications ? all very knowledgeable."
Sam Hamontree, CP
OrPro

Newspapers are slashing their staff.

Declining circulation and ad revenues are forcing management to lay off anyone they think they can do without.

Want to make the remaining staff's job easier? Write your own story and submit it to the editor.

Don't know where to start? Call me. 860-967-4184

Like the newsletter? Feel free to forward it!
Love the newsletter? Tell me why.
Don't like it/hate it? What do I need to fix?

Just click on my email link at the bottom of the page. Thanks!

Elizabeth

I'll be speaking at the following O&P meetings...