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Van: Factuurexpress ~ Selling Benefits Case Study ~ Last week I was browsing through one of those magazines that promises to get you in shape fast. Despite the tanned, toned, too-thin model on the cover, the magazine is oriented towards women. So what does this have to do with a Selling Benefits Case Study? Plenty. As I flipped through the pages, I spotted an add for an athletic store selling a particular brand of running shoes. Now we all know that the athletic shoe market is fiercely competitive. But this store's ad was clever. In one page, and with a minimum of text, they convinced me that they understand their customer - me. How? By translating every feature of the shoe into a benefit I could understand and more importantly, care about. Image this: a picture of the shoe filling the center of the page. Now picture an arrow pointing to the toe of the shoe, accompanied by a neat line of text (in one of those engineering style fonts) extolling the technical virtues of the lightweight mesh and moisture management blah blah blah... Now picture a colorful line crossing out that very same text, and in a "hand written" style font the phrase, "breathes more than a yoga class." Likewise with the arrow pointing to the back and side of the shoe. This time, next to the crossed out techie-talk was the friendly, colorful, handwritten style font guarantying the shoe was "even more supportive than your 'best friends.' Proof positive that if you can think, talk, and write like your choice client, you'll have more of 'em. Now it's your turn! Kendall Personal Reflections ~ My Thoughts On ... ~ With the Horse Wise Business Makeover Program about to start May 5th, and a steady stream of new Website Wisdom clients coming in, I was reminded this past week of the power in stepping back, and seeing that what is demanding my attention isn't necessarily where I want to focus my time and energy. One of the tricks I used this week was to literally stand up, step back, or walk outside. I found that by moving my body away from my desk, it created a sense of space, and the new perspective I was looking for kicked in (along with fresh solutions and ideas). As a keen observer of what is working in my life, I noticed that along with the fresh perspective that distance created, I also felt renewed and recharged. Even though it sometimes feels like a Herculean effort to break the magnetic spell certain projects or tasks seem to have over me, when I do, I know I'm running my business instead of it running me! ...Until next week, Kendall PS - If you're considering using Horse Wise Business Makeover Program to give your business a makeover, then be sure and take advantage of the special discount when you join by April 23rd. Details are available here. Marketing Tools ~ We do the work - You reap the rewards! ~ Are you ready to say "goodbye" to amateur sites, techie programmers that speak jargon, and trying to unravel the complexity of creating a website? With Website Wisdom, we pamper you with a spa-like experience, and a web presence to be proud of! Our innovative Website Wisdom package is a miracle worker when it comes to creating a client-capturing marketing message and uniquely positioning you as THE person to hire! Call 520-577-6404 or visit: Website Wisdom. Marketing Articles You are welcome to use one of mine - for free - just be sure and include this "author's box" at the end: "Love what you do but wish marketing would just go away? Kendall SummerHawk, creator of the Marketing Makeover Kit™, Website Wisdom™, and Horse Wise Business Makeover Program specializes in creating innovative, client-capturing marketing solutions for your business. Visit www.KendallSummerHawk.com for more articles and free marketing wisdom."

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