Speed dial: "I won't feel stupid misdialing".

Batteries included: "I won't feel like a dimwit in front of my kids and wife".

1.8Ghz processor: "I'll feel that I have the best computer in the company".

Open 365 days a year: "I'll feel secure in the knowledge that I can always get food/gas/etc.

Notice that in each case, the REAL result WITHIN each befefit is how the product or service will make your potential customer FEEL!

So how do you apply this to your own money generating internet business? Here are some things you need to do.

Know your customer. Put yourself in his or her shoes. What is her value system? What is important to her? What does she want? (Don't confuse 'wants' with 'needs'. We NEED nutritious food, but we WANT chocolate!). Change your point of view. Whenever you function from YOUR OWN point of view, you automatically fill in the blanks with assumptions, and you know what is said about assuming.......it a makes an ASS out of U and ME!

This can be difficult with online marketing, BUT remember that they found your website because of the content of your site, based on the search-terms they used. That means that you ALREADY know quite a lot about their wants.

Understanding a potential customer's 'Wants' is far more valuable than understanding his 'needs' because people will pay a lot more money for

'wants'.They'll pay as little as possible for their 'needs'.

So start to think in terms of RESULTS, and how your product or service will make them FEEL.

Your thinking now should be features vs. feelings, rather than features vs. benefits.

Take a look at your current features, and then take each one into the results phase. When you ask yourself "What results do I get from the speed dial feature?" the answer isn't "I only have to push one button," but rather "I don't have to feel like an idiot dialing the wrong number."

When you use this "feelings" approach to discovering your business' benefits, you can be sure your marketing messages will be right on the money!

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