Discuss the importance of focusing on a central selling feature in a sales message.
What will be an ideal response?
Answers will vary. Almost every product, service, or idea will in some respects be superior to its competition. If not, such factors as favorable price, fast delivery, or superior service can be used as the primary appeal. This central selling point must be emphasized, and one of the most effective ways to emphasize a point is by position in a sales message. An outstanding feature mentioned in the middle of the message might go unnoticed, but it will stand out if mentioned in the first sentence. Note how the following opening sentence introduces the central selling feature and leads naturally into the sentences that follow: "Like running through a sprinkler on a warm summer day, our latest iced coffee creation combines hot and cold in a way that is totally invigorating. The heat comes from the warm cinnamon notes you taste on first sip, followed by a sweet orange finish. Our classic Orange Spice iced coffee is there to refresh you all the while. Jump in!" REJ: Please see the section "Sales Messages" for more information.
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