You are considering whether to buy a product. You look at the reviews. Would the following review decrease or increase the chances of you buying the product?
Review title: Tired, old scripts that turn off listeners
Product review: I sell my services as a scientific consultant and I have learned that prospective clients are interested in themselves, not in me. As I redirect my professional practice and revitalize my marketing/selling program, I have read many helpful books. All the professional services marketing books stress the importance of focusing on benefits. So does a very good cold call selling book I just read. Goldner's book, in contrast, never mentions benefits to the prospect, only features offered by the caller. His scripts have the same artificial structure that turns off my interest immediately when telemarketers call me. I know I'm not alone in this response. I am very disappointed in this book and it will not remain in my library.
