One of the most common mistakes in advertising and communication is the lack of a real benefit. Those who have read earlier posts on this blog will know that there are many, many examples of this cited here. For some strange reason, some brands and the marketers responsible for marketing them, stop at functions and features…
- Let’s recap.
- A feature is something a product HAS.
- A function is something a product DOES.
- A BENEFIT is the itch the product scratches – the real AAAAH that the consumer experiences when they use the product.
The video above is an excellent example of the above hierarchy in action. The signboard initially said “I’m blind” – a product feature. After the woman was done with it, the feature mentioned was actually a negative one – “I can’t see the beautiful day we are having”. But the implied benefit to passersby was completely different. They were made to realize how lucky they were, to be able to see in a world where this man was unable to see what a beautiful day it was. And they were able to obtain instant gratification by helping someone less fortunate.
I have watched this video many times, each time it brings a lump to my throat. That is the power of great communication. It is supposed to elicit some kind of gut reaction from it’s viewer – and Purple Feather does an outstanding job here. Well done guys. We do indeed live and die by the words we choose. Choose well, my fellow marketers!