In his e-book, 7 Secrets of Highly-Successful Copy, B2B copywriter Steve Slaunwhite, states: “Your real challenge, as a copywriter, is to bring the benefits derived from the features to life.”
This TV commercial for Shell petrol, purportedly written by advertising great David Ogilvy, is a great example of how it’s done.
In this case the feature is the additive Platformate. The benefit is increased mileage.
How to demonstrate that in an attention-getting way? Take 10 gas guzzlers into the Mohave Desert for a mileage test:
Learn how to translate features into benefits here
Charles Cuninghame – Web Copywriter
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