One Ad, One Message

Giving too much information in one ad or piece of copy, no matter how accurate or positive can confuse the audience and weaken the message. Stick to one benefit, one thing that is likely to be the most important to them.

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Feature or Benefit?

A feature is a fact, not a benefit. Pointing out all the features of a product or service does not mean that the customer will understand why the features are useful. You have to explain their direct benefit. For example a necklace may be 16 inches long, silver and have a saphire pendant, but the benefit is that it make the ladies eyes sparkle and shine, making her...

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