Every marketing writer knows the importance of focusing on the benefits. Your product or service may have a whole smorgasbord of amazing features -- but, unless you explain how those features benefit the prospect, your marketing piece is doomed.

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Steve Slaunwhite is a marketing consultant, award-winning copywriter, and author of The Everything Guide to Writing Copy. He works with professionals who need better results from their websites, e-mails, sales letters, ads, and other marketing communications. He is also the editor of www.ForCopywritersOnly.com. His professional home on the Web is www.SteveSlaunwhite.com.