I complete this exercise even when I think I'm sure that I have it done. The mind plays some funky games, by redoing this exercise, my thoughts zone into what I'm working on, and my mind becomes razor sharp.

In other words, if I am writing marketing copy and I do this every day for many different projects, even though I did the exercise yesterday for the same project, I repeat it without looking at the previous version.

Almost every time something new emerges that surprises the ding-dongs out of me. This works on the principle that when you dump it on a page, your mind becomes free to allow what is underneath to rise to the top.

By Hand Method

On a new sheet of paper, draw a vertical line down the center into two columns. Title the left column "Features" and the right "Benefits."

Let's first start by listing the features. Leave the Benefits for after you dumped as far as you can at this sitting. Features are the adjectives that describe the product or service.

Here is a few questions that will help speed your progress: * What does it look like? * What does it do? * How does it help? * What unique advantage does it offer?

How is it different from other products/services?

Your goal is to list at least 10 features.

Now let us switch to the "Benefits" column. Here you need to describe the outcome (results) of each feature. They need to describe the results of the feature you listed. If you don't come up with anything, ask yourself if that is really a feature. If not, scratch it out and keep moving down.

Here are a few questions to get you started: * How does that particular feature bring value to the customer? * Will they sleep better, eat better, make more money, or what better because they have it?

Next, contact some prospects or past customers (not current customers). Ask them to identify the benefit they see in your product/service. Usually they can give you benefits you could not see. This is usually an eye-opening experience so don't skip over it.

Now, number each of the benefits in significant order from the prospect's perception. You can number them and then e- mail ten or so prospects, present and past customers, and ask them to number them. Then you can see how well you know your prospects. If you are way off to their perspective, then at least you know you need to get to see things from their viewpoint and you can work on that.

Finally, yet importantly, choose the top, number one, ultimate benefit that stands out. THAT, my friend, is the foundation of all of marketing and writing marketing copy. This isn't the end, now you need to build your marketing strategy around this ONE, repeat ONE, benefit.

Don't make the mistake juvenile marketers make by expressing all the benefits. This only confuses the buyers. Moreover, if your prospects are responding, "I need to think about it" more frequently then you prefer -- let this be your clue.