Advertising Tip #2: EMPHASIZE BENEIFTS, NOT FEATURES The only - TopicsExpress

Advertising Tip #2: EMPHASIZE BENEIFTS, NOT FEATURES The only award you’re after is your copy taking control, so take some liberty in grammar, punctuation, and sentence structure. You want it to be read and acted upon, not read and admired! If you were selling an expensive watch, you wouldn’t tell your reader that the face is 2 inches in diameter and the band is made of leather. You show him how the extra-large face will tell him the time at a glance. No sir! He won’t have to squint and look foolish to everyone around him trying to read this magnificent timepiece.

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