Power Of "The Hidden Benefit"

This is the most valuable "lesson" I've ever learned from Ted Nicholas. If nothing else of value had ever come out of meeting him and studying his work, this alone has been worth hundreds of thousands of dollars to me.

The idea is that every product or service has obvious benefits: carpet cleaning produces clean carpets, a diet pill takes off 10 pounds in 10 days, shopping at a warehouse club saves you money, etc. - but rarely are people motivated to a frenzy by these obvious benefits. Instead, it is the "hidden" (non-obvious) benefit(s) that gives ordinary products or offers extraordinary appeal.

Ted, for example, made his first and primary fortune selling a simple book of forms and instructions for forming your own Delaware corporation. The obvious benefits or, let's say the "standard" benefits, include privacy, tax advantages, and asset protection. But his sizzle came from just three words in his book title: "Without A Lawyer." Because most entrepreneurs hate lawyers. The benefit of not paying the lawyer is what made this product succeed.

With this in mind, Insiders Circle Member Pamela Yellen did a fantastic job with her ad for our co-authored 'Magnetic Recruiting System', for the life insurance industry . The obvious/standard/normal benefits include lower cost of recruiting, better quality candidates, more effective advertising, an opportunity to use direct-mail, and so on. But the "hidden benefit" is expressed in the "golf" headline. And this ad pulled like crazy.

dan kennedy