the benefits and decrease the risk, the higher the response rate you'll enjoy.   Value is Based On Perception Not Reality   You'll notice that points 4, 5, and 6 all start with either the word, 'explain' or 'describe.' That's because value is based on the prospect's perception and not reality. The quickest most inexpensive way to build value is to simply explain in detail how valuable the product or service is. This can be done by explaining that the product or service:   Is performed by most qualified and professional people.   Is built with the highest quality parts.   Is created using a very meticulous and careful process.     You can also build value by describing the benefits that the prospect will receive in terms of 'universal benefits.' By universal benefits I mean, those benefits that appeal to every warm-blooded human being. These universal benefits include the desire to:   Be beautiful   Be popular   Be wealthy   Have fun   Not have to work   Have sex   Be smart   Have power   Be healthy   Be loved   Avoid pain   Avoid guilt     Now take the features of your product or service and express the result of these features in terms of universal benefits and you will have created immense value out of thin air.   For example, let's use the 'Thighmaster.' The Thighmaster is one of the hottest selling products ever sold through an infomercial. It was promoted by Suzanne Somers who became very wealthy as a result of promoting this product. The Thighmaster was a simple device that you put between your legs and squeezed together to exercise the lower half of your body and supposedly, tighten up your 'buns.'