Differentiate your firm with benefit-focused marketing.

Strategies: The Journal of Legal Marketing › Vol. 11 Nbr. 9, October 2009

Author: Cravatts, Richard L.

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Differentiate your firm with benefit-focused marketing.

There is a popular radio advertisement for a bedding company that has an engaging and insightful way of telling its customers the compelling reason to purchase its products: "We don't sell mattresses," the ad claims, "we sell a good night's sleep."

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What makes this an effective bit of advertising? The company has avoi...

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