Adverts That Inspire Action

Some advertisements resonate deeply, prompting immediate action, but these are rare. The effectiveness of an ad often hinges on the specific needs and desires of the audience. If an ad addresses a recently identified need, consumers are more inclined to respond positively.

Features vs. Benefits

Features refer to the characteristics of a product or service. For instance, if you operate the quickest tire replacement service in your area, speed is your primary feature. However, benefits stem from these features; they represent what the customer gains from using your service.

Advertising Messages: What to Sell?

The critical question is whether to promote the features or the benefits of your product or service. For example, while a free shuttle service may influence a vacation decision, it’s the idyllic image of relaxing on a beach that truly attracts customers.

In my experience, emphasizing benefits tends to yield better results, with features serving as supporting evidence for the promised outcomes. However, the marketing landscape is rarely straightforward.

In cases involving new or complex technology, prioritizing benefits is often the most effective approach. In contrast, for simpler products—like toothpaste—combining features with benefits is advisable. Highlighting that your toothpaste contains an innovative mineral can set it apart from competitors, while still promoting the benefit of healthy, white teeth.

In a saturated market where products seem interchangeable, it may be more strategic to highlight a unique feature, especially if the benefits are similar to those of competitors. Emotional appeals or social responsibility messages, such as donating a portion of profits to charity, can also help distinguish your brand.

Conversely, demonstrating the benefits of a familiar product, like soup in a casserole, can effectively attract consumers. This illustrates the complexity of marketing; the message must align with the product's nature and consumer understanding.

Unique technologies, like a device that enhances fuel efficiency, should focus on the benefits of savings in time and money, making it clear that selling these benefits is likely the best approach.

Two Essential Considerations

All messaging must target an audience genuinely interested in what you offer. Identifying where to find these individuals—both online and offline—is crucial.

The principles of relevance and targeting the right audience are vital; reaching 5,000 engaged consumers is far more effective than appealing to 1,000,000 who aren't interested.

Recap of Key Points

Determining whether to sell benefits or features hinges on the uniqueness of your product. If it’s a groundbreaking technology, emphasizing benefits may be most effective. For products similar to those on the market, focus on distinctive features to differentiate your offering. Always keep relevance and target market in mind, as reaching the right audience is the ultimate challenge.

The first video discusses the distinction between benefits and features, illustrating how to sell more effectively by focusing on what truly matters to consumers.

The second video emphasizes the crucial role of benefits over features in driving sales, providing insights from marketing expert Adam Erhart.