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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 Thu. March / 23 / 2023

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

Netflix advertising tier nets first million - Broadband TV News
Netflix advertising tier nets first million  Broadband TV News

Marijuana companies wade into Twitter advertising with mixed success - Marijuana Business Daily
Marijuana companies wade into Twitter advertising with mixed success  Marijuana Business Daily

Pope: Without power of Holy Spirit, evangelization is empty advertising - National Catholic Reporter
Pope: Without power of Holy Spirit, evangelization is empty advertising  National Catholic Reporter

Pope: Without power of Holy Spirit, evangelization is empty advertising - USCCB
Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Streaming services advertising in 2023: what marketers should know - AdAge.com
Streaming services advertising in 2023: what marketers should know  AdAge.com

Marketing isn't advertising - CampaignLive
Marketing isn't advertising  CampaignLive

What you should know about generative AI in advertising - Greater Baton Rouge Business Report
What you should know about generative AI in advertising  Greater Baton Rouge Business Report

Walmart picks Innovid to boost personalized CTV advertising - FierceVideo
Walmart picks Innovid to boost personalized CTV advertising  FierceVideo

Illegally placed signs advertising auction in Omaha confiscated - WOWT
Illegally placed signs advertising auction in Omaha confiscated  WOWT

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - GlobeNewswire
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  GlobeNewswire

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

AOA Advertising Policy - American Osteopathic Association
AOA Advertising Policy  American Osteopathic Association

Advertising in China - New Guidelines on Use of Superlative ... - China Briefing
Advertising in China - New Guidelines on Use of Superlative ...  China Briefing

Taking Wing: Carson-Newman takes top honors in national ... - Citizentribune
Taking Wing: Carson-Newman takes top honors in national ...  Citizentribune

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

How Meta is Using AI to Improve its Advertising - InvestorsObserver
How Meta is Using AI to Improve its Advertising  InvestorsObserver

The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period - Yahoo Finance
The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period  Yahoo Finance

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

Lawmakers table bill to ban marijuana advertising - Montana Free Press
Lawmakers table bill to ban marijuana advertising  Montana Free Press

Generative AI Tools Threaten Big Tech's Digital Advertising ... - Law.com
Generative AI Tools Threaten Big Tech's Digital Advertising ...  Law.com

New York State Advertising Rules Effective Today - Lexology
New York State Advertising Rules Effective Today  Lexology

California's False Advertising Laws and the “On Sale” Price - Lexology
California's False Advertising Laws and the “On Sale” Price  Lexology

Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA - Yahoo Finance
Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA  Yahoo Finance

Potential TikTok ban sends advertisers scrambling - Reuters
Potential TikTok ban sends advertisers scrambling  Reuters

Staying Competitive Against Big Businesses: Best Practices for ... - Benzinga
Staying Competitive Against Big Businesses: Best Practices for ...  Benzinga

Digital Advertising And Marketing Market Giants Spending Is Going ... - Digital Journal
Digital Advertising And Marketing Market Giants Spending Is Going ...  Digital Journal

From VR To Car Commerce, 5G Is Transforming Advertising - AdExchanger
From VR To Car Commerce, 5G Is Transforming Advertising  AdExchanger

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

Colorado legislators debate pregnancy clinic advertising bill - FOX 31 Denver
Colorado legislators debate pregnancy clinic advertising bill  FOX 31 Denver

New In Microsoft Advertising: Target Shoppers By Browsing Categories With Keyword Boosters - Search Engine Roundtable
New In Microsoft Advertising: Target Shoppers By Browsing Categories With Keyword Boosters  Search Engine Roundtable

mobilads Announces New Data- Driven OOH Advertising Platform ... - PR Newswire
mobilads Announces New Data- Driven OOH Advertising Platform ...  PR Newswire

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

Media statements - Offensive advertising to be taken off the road - Media Statements
Media statements - Offensive advertising to be taken off the road  Media Statements

How AI chat search could disrupt online advertising - Marketplace
How AI chat search could disrupt online advertising  Marketplace

Greenwashing is not new, it's false advertising - ESG Clarity
Greenwashing is not new, it's false advertising  ESG Clarity

NAD: Advertisers Must Substantiate Unpaid, Third-Party Claims ... - HBW Insight
NAD: Advertisers Must Substantiate Unpaid, Third-Party Claims ...  HBW Insight

Senior Meta advertising executive departs amid efficiency drive - The Economic Times
Senior Meta advertising executive departs amid efficiency drive  The Economic Times

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

Programmatic advertising Market 2023 is Booming Globally with Top ... - Digital Journal
Programmatic advertising Market 2023 is Booming Globally with Top ...  Digital Journal

Innovid Brings Data-Driven Personalization to Walmart's Demand ... - PR Newswire
Innovid Brings Data-Driven Personalization to Walmart's Demand ...  PR Newswire

Sam’s Club MAP Pioneers Omnichannel Attribution for Advertising - Martechcube
Sam’s Club MAP Pioneers Omnichannel Attribution for Advertising  Martechcube

The Art of Account Management: Matt Bonny on Knowing What ... - Little Black Book - LBBonline
The Art of Account Management: Matt Bonny on Knowing What ...  Little Black Book - LBBonline

Mobiquity Technologies Unveils ATOS 2.0: A New and Improved ... - Benzinga
Mobiquity Technologies Unveils ATOS 2.0: A New and Improved ...  Benzinga

Roger Williams University: Marketing Student Selected For ... - Patch
Roger Williams University: Marketing Student Selected For ...  Patch

Spain Political Leaders at Odds Over Balearic Islands Casino ... - Casino.Org News
Spain Political Leaders at Odds Over Balearic Islands Casino ...  Casino.Org News

Explore marketing and advertising Navasota Grimes County ... - The Navasota Examiner
Explore marketing and advertising Navasota Grimes County ...  The Navasota Examiner

UK Advertising Standards Authority Notice Heating Advertisers - The National Law Review
UK Advertising Standards Authority Notice Heating Advertisers  The National Law Review

Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign - Digital Music News
Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign  Digital Music News

NJ Lawmakers To Operators: Scale Back On Advertising - Sports Handle
NJ Lawmakers To Operators: Scale Back On Advertising  Sports Handle

Lamar Advertising (NASDAQ:LAMR) Shares Sold by First PREMIER ... - MarketBeat
Lamar Advertising (NASDAQ:LAMR) Shares Sold by First PREMIER ...  MarketBeat

Opinion: Could Sports Betting Advertising Be Shackled? - Legal Sports Report
Opinion: Could Sports Betting Advertising Be Shackled?  Legal Sports Report

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

JUUL false advertising $255M class action settlement - Top Class Actions
JUUL false advertising $255M class action settlement  Top Class Actions

PAAB Publishes Draft Guidance Document on Use of Real-World ... - Fasken
PAAB Publishes Draft Guidance Document on Use of Real-World ...  Fasken

High Five: Poetry in Advertising | LBBOnline - Little Black Book - LBBonline
High Five: Poetry in Advertising | LBBOnline  Little Black Book - LBBonline

MarketCast Expands Brand Effect™ Ad Measurement Across ... - PR Newswire
MarketCast Expands Brand Effect™ Ad Measurement Across ...  PR Newswire

Retail, search and Amazon's $40bn 'advertising' business ... - Benedict Evans
Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

Study sheds light on concerning new trend in drug advertising ... - Science Daily
Study sheds light on concerning new trend in drug advertising ...  Science Daily

Gap Halts Its Ad Business to Focus on Supply Chain, Retail Programs - Business Insider
Gap Halts Its Ad Business to Focus on Supply Chain, Retail Programs  Business Insider

Is National CineMedia, Inc. (NCMI) Stock at the Top of the Advertising Agencies Industry? - InvestorsObserver
Is National CineMedia, Inc. (NCMI) Stock at the Top of the Advertising Agencies Industry?  InvestorsObserver

National Advertising Division's 2022 Annual Report: An Advertising ... - Lexology
National Advertising Division's 2022 Annual Report: An Advertising ...  Lexology

Belgium: Rules on crypto advertising tighten - Lexology
Belgium: Rules on crypto advertising tighten  Lexology

PlayMining offers companies new advertising initiative via in-game ... - NFTevening.com
PlayMining offers companies new advertising initiative via in-game ...  NFTevening.com

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

Why Gaming May Change All Aspects of Advertising and Media ... - BeetTV
Why Gaming May Change All Aspects of Advertising and Media ...  BeetTV

It's Time to Adapt: Digital Advertising Trends in 2023 - MarTech Series
It's Time to Adapt: Digital Advertising Trends in 2023  MarTech Series

Online Advertisement Market Sets the Table for Continued Growth ... - Digital Journal
Online Advertisement Market Sets the Table for Continued Growth ...  Digital Journal

MMS Launches Self-Serve Advertising Platform for Shahid - MENAFN.COM
MMS Launches Self-Serve Advertising Platform for Shahid  MENAFN.COM

Engaging OB-GYNs with successful & contextual advertising - Wolters Kluwer
Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

In-game advertising: A marketer's guide - MarTech
In-game advertising: A marketer's guide  MarTech

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

Advertising postcards are as collectible as ad covers - Linn's Stamp News
Advertising postcards are as collectible as ad covers  Linn's Stamp News

Tuesday Sector Leaders: Trucking, Advertising Stocks - Nasdaq
Tuesday Sector Leaders: Trucking, Advertising Stocks  Nasdaq

FTC to Ban BetterHelp from Revealing Consumers' Data, Including ... - Federal Trade Commission News
FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

Doctors make plea to stop advertising of prescription medicines ... - Stuff
Doctors make plea to stop advertising of prescription medicines ...  Stuff

Net Zero Claims in UK Advertising: What Companies Need to Know ... - Sidley Austin LLP
Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

Meta's AI and automation push could turn off advertising agencies - Insider Intelligence
Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

Franchise Influencers: Kenny Reinbold, Director of Advertising ... - 1851 Franchise
Franchise Influencers: Kenny Reinbold, Director of Advertising ...  1851 Franchise

FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ... - Federal Trade Commission News
FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

Top trade bodies to revise terms and conditions of internet advertising - Marketing Dive
Top trade bodies to revise terms and conditions of internet advertising  Marketing Dive

AI Advertising: The FTC Prepares for Battle - McDermott Will & Emery
AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

Correction: Direct Digital Holdings Reports Fourth Quarter & Full ... - PR Newswire
Correction: Direct Digital Holdings Reports Fourth Quarter & Full ...  PR Newswire

Your Dumb Little Advertising Tricks Won't Work on Me - The New Yorker
Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

Belgium bans gambling advertising from July 1 - Reuters
Belgium bans gambling advertising from July 1  Reuters

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

Advertising Honcho's Widow Flips SeaGlass Jupiter Island Condo - The Real Deal
Advertising Honcho's Widow Flips SeaGlass Jupiter Island Condo  The Real Deal

Five facts marketers must know when advertising to nurses - Wolters Kluwer
Five facts marketers must know when advertising to nurses  Wolters Kluwer

Hyundai Taps Oscars to Kick Off Disney Advertising Alliance - Variety
Hyundai Taps Oscars to Kick Off Disney Advertising Alliance  Variety

Finding Success with In-Game Advertising Research - IAB
Finding Success with In-Game Advertising Research  IAB

Roku partners with Best Buy and its advertising business to get first-party shopper data - TechCrunch
Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

Why Advertisers Should Switch to Immersive Advertising - Spiceworks News and Insights
Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

Tencent sees strong rebound in online advertising business in the fourth quarter - PingWest
Tencent sees strong rebound in online advertising business in the fourth quarter  PingWest

Twitter now allows cannabis advertising, and brands are ready to ... - Digiday
Twitter now allows cannabis advertising, and brands are ready to ...  Digiday

German minister calls for ban on advertising junk food to children - The Guardian
German minister calls for ban on advertising junk food to children  The Guardian

Emirates Fined For Misleading Business Class Advertising - One Mile at a Time
Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

Fox's pitch to advertisers featured network executives and ... - Media Matters for America
Fox's pitch to advertisers featured network executives and ...  Media Matters for America

DOJ Sues Google for Monopolizing Digital Advertising Markets - Mintz
DOJ Sues Google for Monopolizing Digital Advertising Markets  Mintz

Meta's AI-driven advertising system splits marketers - Financial Times
Meta's AI-driven advertising system splits marketers  Financial Times

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