CREATE VALUE FIRST

Creating value is first done in the headline and body copy of your ad, in your sales presentation, in your letter or your e-mail. You've got to identify for the prospect the WHAT'S IN IT FOR HIM stuff. You've got to articulate all of those benefits for the prospect, because you don't know which ones are really going to turn his crank.
Finding the right hot buttons isn't the only reason to spell out all the benefits in your selling message. Another big reason is that by piling them up, you'll be demonstrating massive value.

Your prospect will buy because you hit the key hot buttons that touched his key human needs and buying motivations… and because he'll be able to justify the purchase with all the other bennies your offering gives him.

So make sure your sales message delivers all the benefits. Remember, the more you tell… the more you sell.