Monday, February 07, 2011

Advertising Features vs. Benefits

While visiting friends for New Year's Eve, this ad for Eric’s Flower & Plant Emporium caught my eye:

The ad provides some features of the seed: seeds, for one thing, and a good price, but features aren’t necessarily the things that get you buy a product. 

But customers want benefits. And Eric’s nailed the benefit: If you buy Eric’s seeds, you get birds.

I plan to visit Eric’s this spring (Reading and Westford, Massachusetts) because the website pictures remind me of my mother’s garden center in Texas. As a kid, I had to weed the cacti. In my opinion, those little spikes on the cacti are neither a feature nor a benefit.

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