Let’s delve more on your greetings. Say you are trying to reach businesses, your greeting would say something like:

“All business owners. Now you can get business leads for only $12 each.”

Throwing out your great offer just like that will catch everyone’s attention in any kind of business. I have handled a successful campaign for a massage therapy company. This is their message

“Enjoy a 30 minute massage to know the relaxation offered by massage therapy”.

As you grasp your customer’s attention, make sure to follow up with the benefits. A lot of businesses who want to do their own thing do the exact opposite. They blabber about the benefits at the start of their greetings and ended up losing a lot of possible clients. For us to be clear on this let us differentiate features from benefits.

A feature of a product or service is an aspect that provides a benefit. For example a feature of a mortgage loan is that it has a fixed interest rate. But, the truth is that a consumer doesn´t really care about getting a fixed interest rate. What the consumer cares about is getting a mortgage that has a monthly payment that won´t suddenly go way up. So, in this example, the feature is the fixed interest rate. And the benefit is the monthly payment that won´t go up.

These two things can be quite confusing to delineate, but it’s equally important for you to determine which is which. You have a much better chance at succeeding in your campaign if you are able to determine which is a benefit and which is a feature of your product. This is true in any form of advertising, not just voice broadcasting.

Doug Embers is an award-winning voice broadcasting writer and founder of www.xmvoice.com.  With numerous direct marketing awards, he has been honored more than any other individual or voice broadcasting organization. He can be reached at dembers@xmvoice.com.