List Features, But Sell Benefits!

I want you to pull up your web site and read through it with new
eyes. You do have a web site, don’t you? If not, I have great
news for you, but I’m getting ahead of myself.

For now, I want you to read through your web site as a stranger
asking only one question: “What’s in it for me?”

That’s what your readers are asking.

Now, I could tell you that my new home study course will have 3
CD-ROMs with over 6 hours of video tutorials, a getting started
manual, over 8 hours of audio, 120 pages of transcripts, etc.

And you will rightly ask, “So what? What will it DO for me?“

Then I could say it will teach you how to:

   – Find profitable niches
   – How to create a profitable website
   – How to upload your website to the Internet
   – What kind of website works best for different kinds of products
   – How to choose a domain name and web hosting
   – How to get new visitors every day!
   – How to set up a shopping cart
   – How to make large commissions recommending other people’s products
   – How to give your website that professional look

But you know what?

Even with all that, I would be missing the MOST IMPORTANT part of
my whole sales letter…

You see, the information above is necessary, but it is not what
sells a home study course. You need to tell your readers what the
information in that home study course WILL DO FOR THEM!

How will watching video tutorials about building web sites help
them spend more time with their families?

How will listening to audios on the secrets of Internet marketing
help them get out of the crushing debt they are facing every day?

How will taking notes, following along in a transcript, help them
gain the freedom they so desperately desire?

Freedom from nagging financial worries.

Freedom from that 9-5 job they don’t like.

Freedom to pursue things that truly interest them…things they
have a passion for.

Freedom to teach their children entrepreneurial skills so that
their children won’t have to work at a job that they dislike,
working with people that do not have the same priorities, making
just enough to get by and taking vacations when they are given
permission.

So, what is the point of all this?

You may list FEATURES on your web page, but you sell BENEFITS.

The features of a wedding ebook are that it is 67 pages long,
that it contains interviews with caterers, pastors, wedding
coordinators, and florists, etc.  Or that it comes with a money-
back guarantee.

The benefits of this wedding e-book are that your wedding will be
beautiful, that you will not spend money needlessly, that you
will save money, that you will be the envy of all your friends
and that your wedding will be as unique as you are!

Think of a commercial for a sports car. Do they ever talk about
gear ratio, horse power, bucket seats, CD players, under coating
or all that stuff?  No, those are features. Car commercials sell
benefits.

You usually see a middle-age man looking very successful, even
smug, and he’s burning down the highway. Of course, the highway’s
always winding along a mountain road down the coast.

They are not selling the car. They are selling how you will feel
in the car.  They are selling how you will look in the car.  The
only thing missing in those commercials is the man driving up to
his high school reunion and getting gawked at by all the
beautiful women that wouldn’t go out with him 20 years ago!

I’m not saying you have to go that far.  But I am saying that
your website better answer the question, “What’s in it for me?
How will this e-book benefit me?  How will this course benefit
me?  How will this video benefit me?”

I can show you how to make a web site, but so what?  I have to
show you how that course will benefit you. How it will create
passive income so you get out from under that mortgage.

How it will create a stream of income that may replace your day
job over time so that you can have more choice in when you spend
time with your family.

Or how it will teach your children a skill that will allow them
to pursue their passions in life…combining work and passion.

Now that is a concept!

So, what am I proposing?

Well, one thing is you should seriously consider coming to the
Big Seminar with me this Oct 27, 28 and 29 in Atlanta. I have all
kinds of things in store for my guests, but you will have to
click the link below to see them:

==> http://www.FamilyEbiz.com/bigseminar2006.htm

Next, I am releasing the remaining 80 copies of my hugely popular
“Secrets to Building Sites That Sell” home study course in early
November. Stay tuned for details. I will probably send you an
email inviting you to a special forum just for that release.

Blessings,

Stephen Beck

PS…If you are seriously considering the Big Seminar and want to
hang out with me and Kerry all weekend (asking questions the
whole time), check out the link below:

==> http://www.FamilyEbiz.com/bigseminar2006.htm