People buy products or services from you because they expect to gain a benefit. The benefit is more valuable to them than the money they spend to get it. You can use that benefit 3 different ways to increase the results produced by your marketing efforts. 1. Immediately state the benefit to draw the prospect into your promotional message. 2. Dramatize the feeling of enjoying the benefit to intensify your prospect's interest. 3. Stimulate your prospect to start enjoying the benefit NOW by takin.