The Marketing Agency Talk

Lots of advertisements sell features and not benefit.

Example A
Restaurant XYZ may place an advertisement with the restaurant’s name right at the top. In the center, there are mouth-watering food images to tempt you. Right at the bottom are the mandatory address, phone numbers and business hours.

Example B
Restaurant RSQ also had it’s name right at the top. In the middle are also great photographs of their signature dishes. Below the picture, the boss says that the restaurant only serves extra large portions and imports fresh green vegetables and seafood on a daily basis. He promised you that you would be satisfied with the food quality, otherwise he will replace it with another dish until you are happy. After this, then came the mandatory information.

Which advertisement would entice you to pay a visit? I bet you would choose Restaurant RSQ. Why?

Restaurant RSQ sells on the aroma of the steak and not the beef. When you go marketing, you are buying the satisfaction of tucking in a juicy slice of steak and not that cold lump of beef that the butcher is cutting up. Same goes to buying coffee. You are looking for the “good to the last drop” stimulation and aroma. Always sell benefits and not features. Features are all about you and Benefits are all about your customer.

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