One secret that advertising copywriters have long known is that the benefits of a product or service are far more compelling to potential customers than its features. What’s the difference? Features describe the positive qualities of a product or service. Benefits describe the ways those qualities positively affect the consumer—usually by making his or her life better or easier.
Thursday, April 12, 2012
PR With Benefits: What 'Mad Men' Can Teach Us About Writing Press Releases | Andrew Hindes, PR News
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