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:
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
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