I was reading The Ultimate Sales Letter By Dan Kennedy (awesome book!) and found an awesome Paragraph in the Chapter “Beat The Price Bugaboo”.

This section was discussing how some people might sell an Apple using the “An Apple a day keeps the Doctor away” analogy… but how a good Marketer would build more value and be more creative.

Here’s what he says:

If you are selling some other type of product, the same principle applies. For example, if we were writing a sales letter for an ordinary apple, instead of just saying that “an apple a day keeps the doctor away”, we might list every vitamin and mineral provided by the apple, then list every health benefit delivered by each of those vitamins and minerals. We might then show the huge bulk of other foods you’d have to consume to get those same nutrients and benefits — all to turn that little apple into a huge “bulk” of benefits and value. - Dan S. Kennedy from The Ultimate Sales Letter

What Mr. Kennedy is explaining to us is that rather than selling a product based on what it might be worth to the average person - turn that product into a bulky, multi-valued, product and sell on more features and benefits than the next guy.

I thought this was an awesome way to explain features and benefits. Not that the lesson was truly based on this aspect of Marketing - but it puts it in a more easily digestible example, no pun intended (apple).

He actually explained a way he sold a set of 3 books based on how heavy they were and how much it was going to cost “just to ship!”.

This is why Dan Kennedy is one of my favorite Marketers on the planet. Not that I have any favorites on Mars… maybe Jupiter, though.

So how would YOU sell an apple?