"Benefits over features" -- it has become the mantra in marketing writing circles, but as Mike O'Sullivan points out in his excellent article in MarketingProfs.com: "With all the focus on 'benefits,' it's easy to forget that benefits don't work in a vacuum. Whenever you write copy, there's more you must always keep in mind."

You will need to subscribe to MarketingProfs (it's free) to find out just what Mike says you will need to keep in mind. Trust me it's worth it. Mike shares some great insights that all of us -- no matter how long in the game -- can learn from.

Just so you know, Mike O'Sullivan is an independent marketing writer, and a JAG Wire Group consultant. His Web site is http://www.mikeos.com/.

Labels: Marketing, writing