Simple ad example inside – how to sell benefits over features:

“A journey of a thousand miles begins with a single step.”  Chinese Proverb

I saw this ad in MacWorld a few weeks ago, and I thought their message was pretty cool.

Here’s the ad:

features vs. benefits

What was cool about this ad, is… it’s a great example of selling benefits over features.

The company sells all kinds of hardware used in advanced studio video production.  Things like monitors, control and broadcast panels, cameras — whatever you need to record top-quality audio.

But instead of running and ad that says, “All the top-quality audio equipment you need,” or something like that… or, instead of just getting into the specifics about why their cameras are better (God only knows — this stuff is literally like reading a foreign language to me)… or any other features of their products…

They simply talk about the end benefits you get:

“If you’ve ever wanted to get into the television industry, then here’s how!”

Sure, the copy could have been more compelling.  They could have said something like, “Guaranteed to broadcast LIVE television quality video, from the comfort of your own home,” or something like this.

But at least they’re thinking a little more than most companies.  At least they understand it’s better to sell what something does for you (benefits), than what something is (features) — and that’s a LOT more than most.

Any thoughts or comments on this?  If so, please feel free to share them on my blog.

Now go sell something, Craig Garber

P.S.  LIFETIME Guarantee: Discover how to sell ANYTHING, in… How To Make Maximum Money With Minimum Customers

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)