I've been doing a bunch of “marketing critiques” this week for Momentum Club members.

As part of their monthly membership, MCers get to send me one piece of their marketing every month for personal feedback on video.

Sometimes it's web pages. Sometimes sales letters. Sometimes emails. Anything marketing related really.

One of the critiques this week was of a sales letter. The writer obviously knew what she was doing. The letter was well structured. It included all the classic elements of a great sales letter: strong headline, lots of details on the problem she was solving and what people would get from the solution. Testimonials. Details of what you got when you bought.

The biggest thing that was missing – and this is very common even with very experienced marketers – was detail on the real benefits. The impact of what she'd listed as benefits.

Like all good service providers, the letter writer really knew her offer and what her clients got from it. In this case it was greatly increased confidence and much improved presentation skills.

But what she missed out in the sales letter was details of what her clients got from that increased confidence and presentation skills.

It's easily done. When you know your service well it seems blindingly obvious what results people will get from it.

But your clients usually don't know your service as well as you do.

They hear “improved presentation skills” and they think “OK, so I'll be able to present better, I won't have nerves, people will enjoy my presentation more – that sounds good…”.

But they often don't move on to the real benefits. “…and that means people will get my message better. And they'll be much more likely to buy from me. And I'll do better in sales presentations and win more business. And…”

You've got to add 2 plus 2 for them and show them it's 4. You've got to spell out what these improvements will really mean for them and their business or lives.

Being a better presenter is something you'll pay a little bit for. Being able to win a load more sales is something you'll pay a lot for.

A small bit of extra work for you to think it through. But it makes a big difference.

Don't rely on your potential clients to fill in the blanks. Make sure you do that thinking for them and spell things out. It'll make a big difference to your success.