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Position For Profits

To strengthen your marketing materials, sell benefits, not features.

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This story appears in the February 1998 issue of Business Start-Ups magazine.

Here's a tiny fact that can have an enormous impact on your bottom line: There's a major difference between what you're selling and what your customers are buying.

"In the factories, we make cosmetics; in the stores, we sell hope," Charles Revson, founder of Revlon, is reported to have said. He understood that while he was selling blush, powder and mascara, what really mattered to his customers was how those products made them feel. Revson was marketing the idea of beauty.

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