The Ten Ways - Benefits

Imagine you were facing a potential customer at a trade show.  That person is interested in your books (otherwise she or he would not be there) but equally you can see from the look in the eyes, that the bar is a more enticing place to be than your stand.

But it has been a poor day and you don't want this potential customer to get away.   So you have to say something.  Something great about your books.  Some benefit - something that will stir up this potential client so much that she or he will forget the bar and will instead become excited by what you offer.  Something that suggests that in buying your books he will get a much better deal than if he goes next door and buys from Scratchwood University Press.

There is no chance to ask a question - you have to go straight in with the benefit. You have one shot with this passer-by and you have to get it right.

Now what is it to be?

Interestingly many publishers find this quite a hard one - but it does at least start one thinking about benefits.  What is the benefit of buying my titles rather than those by the people on the stand opposite?

Here's one answer relating to a couple of books on attention deficit disorder. "These are practical books that generate immediate improved behaviour through using a technique that you won't find in any other titles at all.  In short this approach is unique, and it works."

Anyone interested in ADD and ADHD has to say, "What technique?"   You've told them the benefit, and they are now interested.  What is it that you do that no one else does?

The bar is forgotten - the benefit becomes the central point.