What's the real reason that people buy your product or service? It's probably not because of your professionally designed website, colorful logo, or refrigerator magnets. It's because they believe that your product or service will benefit them. That's all they care about. Everyone is constantly on the lookout for products and services that offer benefits that are important to THEM.

One really good way to discover all of the benefits that your product or service has to offer is to write down

"Someone would want to buy my product or service because..."

then, start listing the benefits. Here's a sample.

"They can lose weight"

"They will be in better health"

"They can wear their "skinny" clothes"

Got yours down? Ok, good. Now DIG. Take each of those benefits you came up with and do the same thing as above for each one. For example take the first benefit

"People buy my product so they'll drop some weight"

"So they can look better"

"So they get in better physical shape"

"So they can get more dates".

Simply repeat this process over and over. Dig.

This is a great way to make sure you've uncovered as many benefits as possible that your target market is interested in. Don't leave any out. You never know what a particular person is looking for.

Writing effective ads and copy is all about being able to get into the "head" of your client or prospect. And being able to let them know that what you have to offer is the solution that they've been searching for.