Creative design

Sell the Benefit, the Advantage, and the Feature – in that Order:

The sale is always made this way. The consumer wants to know the benefits (to them). Then (maybe) the advantage to help justify the sale in their own minds and, finally (if at all), the specific feature.

Think about your recent buying decision. What’s been the tipping point in your decision to pull out your wallet? Chances are it’s been one of three: a need, a bargain price, a benefit that you just couldn’t resist. And the bargain price would have been meaningless if the product didn’t have the benefits that you were looking for.

Ask yourself whether you’re selling the feature or the benefit. If it’s not the benefit first, fix it! In fact, if the benefit isn’t in the headline, revise it and get it there. Make the benefit the star – the one key communication point other than the brand name that gets remembered. Because not only will it be remembered, it’ll be the reason to buy.

Tell ‘em, Sell ‘em, and Tell ‘em Again

The average consumer is exposed to about 3,500 ads or commercial messages each day.

Neither you nor anyone else can have significant recall of what you’ve just seen.

One mention of what you’re selling isn’t enough. It’s repetition, repetition, repetition that makes your advertising memorable and successful. We’re talking about the focus of a simple, clear, singular message in your advertising.

Tell ‘em once. Sell ‘em hard with the benefit repeated and then tell ‘em you’ve told them by telling the whole story again. Sound boring? Not if you have the right creative team. It’s our job to make sure your message is interesting, memorable and definitely not boring.