How to convert your features into benefits
Spring is in the air and here in Cornwall it’s another glorious day as I write this. And it’s that time of year when people get in their gardens and get gardening. Digging, weeding and planting.
In fact my wife has got the gardening bug so bad this year every time one visits the bathroom her latest gardening magazine in open. And by the way, Grow Your Own is pretty damn interesting.
And that’s where I came across this little ad for seedling plants. You can see it by clicking here.
The company is selling an ingenious way to open their seedling box. Straight away they lead with their USP – unique selling point.
“The only opening propagating cell trays”
See how they turn each feature of their product into a benefit. Remember people buy benefits not features.
Patented book opening is a feature.
The benefit is it allows easier transplanting.
Mind you their headline ad is not very strong. Some smartass has tried to be too cute. They’re tried to entertain. Rather than write a benefit orientated headline. And worse still, it’s a ‘Me’ message.
What else can you learn from this ad?
One more important thing.
I’d have offered a free gift to encourage more people to visit the web site. A report or free draw. Or some incentive.
And if you look at their web site www.rootrainers.co.uk they’re not even building a list. Criminal.
Take a look for yourself.
Comments welcome.
Until next time
Mark
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