The Marketing Agency Talk

In the factory we make cosmetics; in the drugstore we sell hope.
~ Charles Revson

How true. Products are sold because of the benefits people derived and not because of the features. This is especially true for beauty products. Even an ugly woman can harbour wishes and hopes that cosmetics and all the lotions and creams from skincare product can make her a little prettier. So in essence, women buy cosmetics to be prettier but more often than not, hoping to be prettier and younger.

So when you write your advertisement copy, forget about listing your top 10 features on your sound system sets. Save for the audio fanatics, the normal Joes and Janes are going to to be quite lost at your technical jargons. Better off tell them the benefits, “you can even hear that tiny ping of the needle dropping to the floor crystal clear. And yes, don’t forget to train your front line selling staff that. Too often, sales representatives just keep talking on features and not on benefits.