Monday, August 5, 2019

So what?

People don't buy features. They buy benefits.

It’s one of the first things anybody studying or breaking into advertising learns. At least it should be.

Good advertising is built around benefits, not features.

Truth is, people don’t come to your hotel for the beach or the restaurant or the 300-thread-count sheets. They come for the joy of the beach, the culinary thrill of a good restaurant or the comfort of those sheets.

Maybe even the escape from reality you offer or all that extra legroom in your oversized suites.

In fact, ad agency creatives often use the “so what?” test when evaluating headlines or ad ideas. Answer the question and lead with that.

So take a look at what you’re saying on your website or in your ads.

Are you selling benefits?