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Does your direct marketing sell features or benefits?

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No matter what marketing channels you use, the most effective direct marketing business to business lead generation messages are focused on benefits. Can you tell the difference? Take this quick quiz and find out.

	FEATURE	BENEFIT
1. Integrate applications in half the time.
2. Move files from one platform to another.
3. Achieve robust development and deployment.
4. Reduce costs by combining property and liability into a single policy.
5. Designed exclusively for public safety agencies.
6. Access data on key inventory metrics.
7. Protect long-term investments by supporting open technology standards.
8. Simplify system monitoring and management.
9. Leverage existing IT resources.
10. Reduce your energy costs with a single phone call.

Answers:

1. Benefit - Save time
2. Feature - Product capability
3. Feature - Product type
4. Benefit - Save money
5. Feature - Product category
6. Feature - Product function
7. Benefit - Reduce costs
8. Benefit - Reduce workload
9. Benefit - Reduce effort and save money
10. Benefit - Save time and money

Calculate your score and see how you rank:

10 correct -- Congratulations! You're a knowledgeable B2B direct response marketer.
7 - 9 correct -- Learn to understand the difference between direct and indirect benefits so your direct response marketing can be true lead generation.
4 - 6 correct -- Are you sure you're not just guessing?
1 - 3 correct -- Your marketing copy is probably not following best practices.
0 correct -- If you're selling features, you're missing out on a large percentage of qualified leads you could be generating.

Pick up the phone and call The Copy Works now to make sure your B2B targeted lead generation copy produces the most direct response for every marketing program.

The Copy Works
2250 South Yosemite Circle
Denver, CO 80231
(303) 750-3113
sfantle@thecopyworks.com

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