Features, Advantages and Benefits - Good, Better, Relevant
... is what matters most, to most people. Yet despite the obvious differences between features, advantages and benefits, many people still have difficulty sorting them out. One helpful mnemonic is to associate them with three classic television ads. From Burgers to Benefits Travel back to 1974, a year of questioning for the United States. American combat units are being withdrawn from Vietnam, after 9 years of hard fighting, without victory. Patricia Hearst (U.C. Berkeley student and granddaughter of publisher William Randolph Hearst) is kidnapped by the Symbionese Liberation Army and later participates in a bank robbery, which is caught on tape. Cold ... - has become a tenet of marketing communications. Laundry detergents become relevant when they are portrayed as effective in removing dirt and stains from clothes. Overnight delivery services become relevant when they relieve the fear that a package might not be delivered on time. Teleconferencing becomes relevant when it lets you travel without leaving your office. Investment firms become relevant when they secure your future without requiring a lot of learning. Colleges become relevant when they help you get a job or expand your horizons. Charities become relevant when they raise your self-worth by helping you help others. Benefits, benefits, benefits ...
Tags: features | advantages | benefits | USP | competition | positioning |
Tags: features | advantages | benefits | USP | competition | positioning |