In my review of the book
Marketing: Unique Selling Points and Creating a Tagline
by Amy Foxwell posted on Amazon.co.uk, I gave it Two Stars.
Here is my review.
Don’t buy – I did and asked for my money back – because it is far too short
This is far too small to be of much value to anyone interested in the subject.
The ideas are OK and this would be fine if it was available for download free as a lead generation tool for the author but to ask to be paid for it is insulting to us readers.
I’d also pick up on one point where it says don’t talk about features but benefits i.e. for a bus company, “your journey will be comfortable” (benefit) and not “we have extra large seats” (feature).
Why won’t many people understand that features add credibility to benefits. Saying “your journey will be comfortable” is a claim many will make because they’re not going to say “you journey will be uncomfortable” so it’s pretty bland and meaningless. When you say “your journey will be comfortable because we have extra large seats” (benefit plus feature) it’s believable and, if you’re on the large side like I am, it is much more attractive a proposition.
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