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Ok so it's Monday and we didn't have a great weekend ... it was ok but it just wasn't great. If you want to read more about it then you'll have to head over to Porn Resource to discover what has made Steve grumpy and what we did when we discovered the true identity of a troll who has been bothering us for years.

If you don't want to go over there then the short answers are ... his main computer died and it will be a few days before his new custom-built computer is ready so he has to work of his laptop ... and ... nothing because the troll is a miserable and pathetic individual as most trolls are in real life and ignoring the troll is a win for us.

So that was my weekend and now I want to give you a little reminder about a very important aspect of your marketing. It's something that we do have to be reminded of from time to time because it's easy to forget and when that happens our sales do slide.

So what's this important aspect of marketing that we need to be reminded of? It's little matter of focusing on the benefits rather than the features of whatever it is that we're trying to sell to people who visit our websites and galleries. And it's not just us that tend to forget to focus on the benefits ... often the banners and other forms of advertising that our sponsors supply focuses more on the features than the benefits too.

So what is the difference between benefits and features and why is one far more important than the other?

The definition my dictionary gives of a feature ... as it applies in our marketing situations is ... "a prominent or conspicuous part or characteristic".

An example of a feature might be the 3D effect in the movie Avatar and you may have seen some advertising for that movie mention the 3D effect. An example of a feature in one of our sponsors' sites may be something such as full-length, big-screen, downloadable, high-definition, extreme-hardcore movies

The definition my dictionary gives of a benefit ... as it applies in our marketing situations is ... "anything that is for the good of a person or thing".

And this is where things get a little tricky because sometimes it's hard to translate a benefit into just a few words and benefits and features often seem to be interwoven. If we had been trying to find a corresponding benefit to the 3D example of a feature we might say something like ... "with 3D you will experience the action as if you were right there as one of the characters". It's weak but give me more time and I could do better.

Our adult example of a benefit that might correspond to the feature I mentioned above could be something like ... "you get crystal clear full-length movies in a quality that no other site can match".

And why is it so important to focus on the benefits? Well when you're talking about features in Avatar you're talking about the movie and there's a disconnect between the person you're trying to sell to and the product that you're trying to sell. It's all about the movie and not about the customer.

Sure there are some great 3D effects in the movie but you're not telling the person you're selling to how those 3D effects can have an impact on them. 'Ho hum the movie has 3D effects ... so what?'.

But when you focus on the features you're bringing it down to the level of the person that you're selling to. When you focus on the features it's all about the person and not about the products. Now you're telling them about the pleasure and excitement and the outstanding experience that can be theirs if only they go along and see the movie.

When you're selling a membership in an adult site you're telling the person that you're selling to about the great experience they can get from your sponsor's site. You're bringing it down to their level and making it very personal. You're telling them about what they can get from the site rather than what the site might be offering them.

Sometimes it's a very fine line between what might be a feature a feature and what might be a benefit of the product you're selling ... or at least it seems like a fine line to us. But when it comes to the person who is viewing your attempts to get them to sign up with your sponsor the difference ... while it may be subconscious ... is as clear as the difference between chalk and cheese.

Focus on the features and you will get a few sales ... shift your focus to the benefits and watch your sales increase.