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For All Those People Who Struggle With Benefits and Features


For Everyone Who Has Ever Struggled Sorting Out Benefits From Features - "SWAT Them!"

SWAT is not actually an acronym. It is a compaction of the question "so what?"

You see, one of the biggest problems that even experienced copywriters and marketers fall into is being clear on what benefits their product or service actually delivers to their customers.

SWAT provides the solution.

Here is how it works:

It is pretty certain that the same benefits will occur many times over as you run through this exercise. That's fine. These are the ultimate benefits you have been looking for. These are the benefits you will 'sell' to your customer.

An example

I wear a pretty cheap and tacky diver's watch. Its features include:

Now for certain prospects this list of features is pretty powerful on its own. Principally young men who like to dazzle their friends with the latest gadgets and gizmos.

But let's try to figure out some marketable benefits for a wider audience.

"Water proof to 50m"

So what?

You can wear the watch while diving

So what?

You can be sure it is waterproof enough for all day-to-day use

So what?

You can put the watch on and forget it - no matter what you are doing

So what?

Accurate time keeping -anytime, anyplace.

So what?

???

Your thought patterns would obviously be different to mine. But I am now stuck. The question "So What?" doesn't lead me to another statement. No matter. I am pretty happy with the last couple above. Either of them talks to me of the real benefits the watch could bring.

Now I would need to go away and do the same thing for all of the other features. When I first did this exercise I ended up with over 120 benefits (and this for something that is definitely pretty cheap and tacky). I am not going to do that here again.

The benefits that kept repeating were the go anywhere, do anything, super accurate timekeeping.

I was able to produce 30 plus benefit driven headlines. And I had no difficulty in sorting out the benefits from the features.

And all in a little over an hour.

Seems a pity that I don't actually sell watches.

About The Author

Keith Longmire is the owner of JKL Business Growth Solutions. JKL specialises in bringing main stream business improvement and marketing solutions into the reach of smaller businesses.

http://www.jkl-small-business-marketing-solutions.com/


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. October / 23 / 2017

The advertising industry has been living a lie - Business Insider - Business Insider

Business Insider

The advertising industry has been living a lie - Business Insider
Business Insider
COMMENTARY: Brands have deluded themselves into believing the dream of 'the long tail.' Yet the idea of blasting ads on thousands of sites makes little sense.

and more »

The Death Of The Advertising Specialist - Forbes

Forbes

The Death Of The Advertising Specialist
Forbes
That's why the specialist model for advertising is becoming completely untenable and more senior marketing leaders are calling for a re-bundling of services back into one house. As examples, Marc Pritchard, CMO of Procter & Gamble, commented, "We're ...


Heavy Hitters: The Biggest World Series Advertisers in the Last Five Years - AdAge.com

AdAge.com

Heavy Hitters: The Biggest World Series Advertisers in the Last Five Years
AdAge.com
The World Series draws a deep bench of major league advertisers pitching cars, telecom services, car insurance, food and beer. But its biggest spender over the past five years has been General Motors. GM's Chevrolet has played America's pastime for ...

and more »

Marketers' Roundtable: How Effective Is Snapchat Advertising in 2017? - eMarketer

Marketers' Roundtable: How Effective Is Snapchat Advertising in 2017?
eMarketer
Snapchat isn't the new kid on the block anymore, and brands are taking notice. Companies across industries are using Snapchat organically, but many are also investing in the platform's slew of ad products, including video ads, lenses and geofilters. In ...

and more »

Advertising startup wins Seedstars Morocco - Disrupt Africa

Disrupt Africa

Advertising startup wins Seedstars Morocco
Disrupt Africa
The winner was Hooplacar, startup that connects brands with drivers to create on-vehicle advertising campaigns which are live monitored through GPS tracking and marketing KPIs. Hooplacar will now participate at the Seedstars Summit, taking place in ...


Meet New Generation of Advertising with SocialMedia.Market ICO - CoinTelegraph

CoinTelegraph

Meet New Generation of Advertising with SocialMedia.Market ICO
CoinTelegraph
This is a paid press release. Cointelegraph does not endorse and is not responsible for or liable for any content, accuracy, quality, advertising, products or other materials on this page. Readers should do their own research before taking any actions ...


Five Keys To Achieving Positive Return On Advertising Spend With Facebook - Forbes

Forbes

Five Keys To Achieving Positive Return On Advertising Spend With Facebook
Forbes
Achieving positive return on advertising spend (ROAS) is a key objective for many Facebook and direct response advertisers. Sustaining positive ROAS with a large media spend is not an easy feat to accomplish, but it is possible with the right approach.


Pinterest opens up search advertising in its Ads Manager ... - TechCrunch

TechCrunch

Pinterest opens up search advertising in its Ads Manager ...
TechCrunch
Pinterest began rolling out targeted ads based on searches for its partners earlier this year, giving it another moment in time to catch potential customers..

and more »

10 Questions You to Need to Ask Your Advertising Data Provider - AdAge.com

AdAge.com

10 Questions You to Need to Ask Your Advertising Data Provider
AdAge.com
In marketing and advertising, the value of customer data can't be overstated. However, despite data being ubiquitous in digital marketing today, both brand marketers and agency buyers are skeptical about the transparency and effectiveness of the data ...


What you need to know in advertising today - Markets Insider

Markets Insider

What you need to know in advertising today
Markets Insider
As the story of ad abuse on Facebook, Google, and Twitter during the US 2016 election has unfolded, there's been one common theme: Russian bots, fake accounts, and other shadowy actors took advantage of automated online advertising platforms to ...
Lawmakers Introduce 'Honest Ads Act' to Govern Online Political ...Gizmodo
Democrats now have a plan to regulate Facebook advertisingVICE News
Despite backlash over political ads, Facebook's role in elections will only growLos Angeles Times
Bloomberg -New York Times -Axios
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