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Part VIII: The Truth About Marketing > Truth 41. Selling benefits rather than f...

Truth 41. Selling benefits rather than features

In their attempts to gain visibility, many new businesses make the mistake of promoting the features rather than the benefits of their products or services.

A promotional strategy that focuses on the features of a product, such as its technical merits, is almost always less effective than a strategy that focuses on what a product can do for the person buying it. For example, one of the most successful advertising campaigns ever launched by McDonald’s featured the jingle, “You deserve a break today—at McDonald’s.” McDonald’s could have stressed the cleanliness of its stores or the uniformity of its French fries, which are features. Instead, it struck a chord with people by focusing on one of the biggest benefits of eating at McDonald’s—not having to cook. Although not as obvious in today’s society, not having to cook a meal at home was a rare treat when McDonald’s started using this tagline.


  

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