Hands On Site Selling
at
The Beverly Hills Hotel

Opening Page

Here's the opening copy of the BHH Home Page...

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"The world-famous Beverly Hills Hotel, built in 1912, magnificently renovated in 1995, located at
9641 Sunset Boulevard,
Beverly Hills, California 90210.
Telephone: (310) 276-2251
Reservations: (800) 283-8885
Fax: (310) 281-2905
E-mail"
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That's it. Nope, nothing else. Unfortunately...

These are features ("world-famous" and "magnificently renovated" and the location), not benefits. My goodness -- the BHH is all about...

• a magnificent, relaxed and discrete setting
• sumptuously appointed, ultra-comfortable rooms
• service that is paralleled only by top Hong Kong hotels
• fabled history (the hotel, pool and Polo Lounge are all favorites of movie stars and other shakers)

Why lead off by giving me the address and the "date last renovated"? These are features (weak features at that!)? Fire your biggest gun to open your sales-oriented site => BENEFITS, not features.

Next: Rooms Tour >

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