Understanding Artificial Sweeteners and Sugar Substitutes

By Carolyn Stone and Evelyn Trimborn Artificial sweeteners have been used for decades as a substitute for sugar in order to reduce calories and cut down on health issues such as tooth decay, obesity, Type II diabetes, and more. In this guide, the authors give an overview of the most common artificial sweeteners on the

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Effective Marketing Copy: Features versus Benefits

Your product’s features, no matter how revolutionary, are not what will sell your product. Features are simply facts. They carry no emotional weight. If you want to sell your product, you have to translate those features into benefits. Benefits are features, translated into “what’s in it for me” statements. Instead of telling your customer what

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