I happened to be watching some daytime TV today, so saw some 'different' ads (you know, the ones targeting mums). The one that got me thinking was the BrandPower infomercial style ad for Omo laundy powder.
First of all, the BrandPower (and similar) style ads are interesting in themselves - providing third party credibility to an otherwise bland product... providing key information rather than fluff and bubble.
What was of particular interest about the Omo ad was it promoted the new 'concentrate' version - use 1/2 as much to do just as good a job as previously. Therefore the product is now available in a smaller box.
So the 'new' features are 'concentrated formula', 'use less', 'smaller box'.
So what's the benefit? Is there a cost saving? I don't know, it wasn't mentioned in the ad. Is it important that it takes up less shelf space in the laundry? Didn't look like it's footprint was any smaller, so that can't be it. Do I feel better for only using 1 scoop per wash instead of 2? Honestly, I don't care... and in fact I will generally put in the same amount of scoops regardless of the 'concentration' just out of mindless habit.
Don't leave your potential customers guessing about the benefits of the features of your product. If I was writing that Omo ad, for every feature I want to mention I would also have at least one 'so that....' statement, often two, to demonstrate the benefit - e.g. it's concentrated so that you use less so (that) you save money.
Feature, function, benefit - if you're going to showcase the feature, showcase not only the function but the benefit.
What are the benefits of your services?
Cat
