Imagine! You've finally saved up enough money to add that playroom onto your house. So you call up a couple of contractors who were recommended by friends of yours and ask each of them to come over (separately, of course) to look at the house and give you an estimate.

Jackson Addon, the first contractor comes by and introduces himself. "Where do ya want the room?" he asks.

You shrug."We're not really sure. We thought, maybe we could enclose the patio."

He says, "O.K." and walks to the kitchen. He looks around and takes a few notes and then steps outside onto the patio at the rear of the house. He takes his tape measure and measures the patio and says. "You want windows?"

Your spouse says "Windows would be nice."

"How many?"

You look at each other and shrug. "Two?"

He writes that down, then steps back, off the patio, and looks the house over from the rear. "Well," he says, "I'll tell you what I can do. I been in this business for twelve years now. I've done a lot of these. I've got a couple of guys helping me who are pretty good too. And I work fast. How's about if I call ya with an estimate on Monday?" he says.

You smile and nod. "O.K."

And later that day Bubba Buildsm comes by. He introduces himself and you, figuring you know what's next, invite him to the patio, but he shakes his head. "Let's talk for a bit," he says. "Mind if I sit down?"

You shrug and say "No...have a seat."

He sits and takes out his pad. "What exactly are you looking for?" he asks.

"A playroom..." your spouse replies.

"Like someplace the kids can go," you chime in.

"O.K.," he says. "And when is that?"

You and your spouse look at each other. "Nights...weekends..."

He jots this down and continues with his questions and after a few more inquiries he has determined that you want a place where you can send the kids while you're watching television or if you have guests over. He finds that you'd like to have a television in the new room as well, in case the kids want to watch something else, and that you'd reall prefer not to hear them if they get noisy. Finally, he looks up at you. "I've been in this business long enough to know that you have to make sure you give people what they want. That means asking the right questions, like I just did. I've done a lot of additions and each one is different, so I always determine my client's needs and build something that provides them with a final product I'm sure they will be satisfied with. And because I've been at it so long, I know what lasts and what doesn't, so I won't do something that starts to fall apart in a year or two. The guys I have helping me know that I'm a stickler for quality work so you're gonna have something you'll be proud to show your friends and it will help if you ever decide to sell the place. I can work pretty quick, so you won't have us coming in and out all the time or have to look at a lot of debris or a missing wall for very long."

You look at each other and smile.

Features Versus Benefits
What's the difference between Addon and Buildsm? Simple. Addon told you his features. His focus was on what he could do, but not on what that meant to you. But Buildsm made sure that you understood the value--to you--of his features. For example, finding out what a client wants is a feature of the way he does business. Building something that provides a final product you'll be satisfied with is the benefit that results from that feature. Likewise, being in the business a long time and knowing what lasts and what doesn't is a feature. The benefit is that you won't have something that starts to fall apart in a year or two. And having helpers who know he's a stickler for quality work provides two benefits: you'll be proud to show your friends the new room and if you ever decide to sell, you'll get a better price. Finally, being able to work quickly is the feature; the benefits are that you won't have the workmen coming in and out all the time or have to look at a lot of debris or a missing wall for very long."

The bottom line for persuasion is this difference between benefits and features. Good persuasion makes a reader realize the value of whatever you're selling to him or her, it may mention the features, but it always emphasizes the benefits.