BG and I were driving to work yesterday when I commented on a radio ad. She said she hadn’t even noticed it and I can’t say I’m surprised. It was a car ad from one of the big companies - Ford or Chevy, I think - and it made me think about one of the most important rules of adverting.
Features Vs. Benefits
In their book Made To Stick , Chip and Dan Heath frequently mention the difference between features and benefits. Features are specific details that made the product unique or special. It’s the phrases that the guys on any sales floor repeat ad naseum. Benefits, however, explain how the product fits into a person’s life or makes their lives easier or better.