This episode is called “What difference does it make?” Today we are going to be talking about features, benefits and results. If you are selling on Amazon or even if you are not selling on Amazon but if you have ever been on Amazon product page, you probably have seen these 5 little bullet points that are in the product listing. At the top middle of the page under where it has the estimated delivery date and the in stock and the ships from information, so you will see up to five bullet points here. Amazon calls these bullet points features. A feature is simply a factual statement about the product. Amazon calls these features but I am going to refer to them as bullet points. Now these bullet points are extremely important if you were to take a look at a heat map of an Amazon listing page. You would see that these bullet points fall within the hottest of the hot zones of that heat map. What that means is that when people, when a customer is on this page, their eyes automatically go to that spot on the screen or on the page of the listing and it is really important for you to get really hard hitting bullet points in to that space.