COM-383 Lecture Notes - Lecture 12: Rosser Reeves, Know Your Customer, Dramatization

• School: University of Tampa
• Department: Communication
• Course: COM-383
• Professor: William Clark

Document Summary

Customers don"t buy products or services; they buy what these products and services are going to do for them! In, other words they aren"t interested in features, they want bene ts! Divide a sheet of paper into two columns, label the left hand column features and a right hand column bene ts ! How does this feature make the product more attractive, useful, enjoyable, or more affordable? ! Have a list of customer bene ts, you must decide which sales point is the most important. This is the one you will feature in your headline as the theme of the ad: arrange in logical order! There is a 5 step sequence that can help our put your sales points is an order that will lead the reader from initial interest to nal sale! Job of the headline and the visual ! Headline should focus on the single strongest bene t you can offer the reader !