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For All Those People Who Struggle With Benefits and Features


For Everyone Who Has Ever Struggled Sorting Out Benefits From Features - "SWAT Them!"

SWAT is not actually an acronym. It is a compaction of the question "so what?"

You see, one of the biggest problems that even experienced copywriters and marketers fall into is being clear on what benefits their product or service actually delivers to their customers.

SWAT provides the solution.

Here is how it works:

It is pretty certain that the same benefits will occur many times over as you run through this exercise. That's fine. These are the ultimate benefits you have been looking for. These are the benefits you will 'sell' to your customer.

An example

I wear a pretty cheap and tacky diver's watch. Its features include:

Now for certain prospects this list of features is pretty powerful on its own. Principally young men who like to dazzle their friends with the latest gadgets and gizmos.

But let's try to figure out some marketable benefits for a wider audience.

"Water proof to 50m"

So what?

You can wear the watch while diving

So what?

You can be sure it is waterproof enough for all day-to-day use

So what?

You can put the watch on and forget it - no matter what you are doing

So what?

Accurate time keeping -anytime, anyplace.

So what?

???

Your thought patterns would obviously be different to mine. But I am now stuck. The question "So What?" doesn't lead me to another statement. No matter. I am pretty happy with the last couple above. Either of them talks to me of the real benefits the watch could bring.

Now I would need to go away and do the same thing for all of the other features. When I first did this exercise I ended up with over 120 benefits (and this for something that is definitely pretty cheap and tacky). I am not going to do that here again.

The benefits that kept repeating were the go anywhere, do anything, super accurate timekeeping.

I was able to produce 30 plus benefit driven headlines. And I had no difficulty in sorting out the benefits from the features.

And all in a little over an hour.

Seems a pity that I don't actually sell watches.

About The Author

Keith Longmire is the owner of JKL Business Growth Solutions. JKL specialises in bringing main stream business improvement and marketing solutions into the reach of smaller businesses.

http://www.jkl-small-business-marketing-solutions.com/


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. March / 28 / 2024

Amazon's Advertising Unit Hit With Another Round of Layoffs - Business Insider
Amazon's Advertising Unit Hit With Another Round of Layoffs  Business Insider

How Google's entry into in-game advertising puts a spotlight on an industry in flux - Digiday
How Google's entry into in-game advertising puts a spotlight on an industry in flux  Digiday

AI advertising start-up valued at $4bn after fundraising - Financial Times
AI advertising start-up valued at $4bn after fundraising  Financial Times

UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food - Fox News
UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food  Fox News

Tesla starts advertising campaign on Cars.com - TESLARATI
Tesla starts advertising campaign on Cars.com  TESLARATI

Revolutionary Retail Data Rewrites The Future Of Advertising - Forbes
Revolutionary Retail Data Rewrites The Future Of Advertising  Forbes

No joke: UK comedian told to remove hot dog from subway poster over junk food ban - The Associated Press
No joke: UK comedian told to remove hot dog from subway poster over junk food ban  The Associated Press

Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say - Ars Technica
Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say  Ars Technica

U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum - Hollywood Reporter
U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum  Hollywood Reporter

23 Gen Z advertising and marketing leaders - Ad Age
23 Gen Z advertising and marketing leaders  Ad Age

Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ... - Ropes & Gray LLP
Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ...  Ropes & Gray LLP

False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ... - JD Supra
False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ...  JD Supra

Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising - Powder Magazine
Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising  Powder Magazine

Shanghai Introduces New Guidelines for Cosmetic Advertising - China Briefing
Shanghai Introduces New Guidelines for Cosmetic Advertising  China Briefing

Streaming, Politics Star In Magna 2024 US Ad Forecast - AdExchanger
Streaming, Politics Star In Magna 2024 US Ad Forecast  AdExchanger

Evok Advertising Releases New Blog on Building a Social Media Marketing Strategy for Brand Growth - EIN News
Evok Advertising Releases New Blog on Building a Social Media Marketing Strategy for Brand Growth  EIN News

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report - Nielsen
New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report  Nielsen

Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com - Inc.
Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com  Inc.

GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities - GroupM
GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities  GroupM

Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising - ExchangeWire
Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising  ExchangeWire

GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S. - PR Newswire
GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S.  PR Newswire

Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model - hackernoon.com
Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model  hackernoon.com

Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections - TurkishMinute
Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections  TurkishMinute

Changing the Game: How Games Advertising Powers Performance - IAB
Changing the Game: How Games Advertising Powers Performance  IAB

Advertising can find its mojo again - The Media Leader
Advertising can find its mojo again  The Media Leader

New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry - Yonkers Times
New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry  Yonkers Times

All-conquering Publicis snaffles Pfizer creative from IPG - More About Advertising
All-conquering Publicis snaffles Pfizer creative from IPG  More About Advertising

A robot lawn mower eschews springtime advertising to stand out - The Media Leader
A robot lawn mower eschews springtime advertising to stand out  The Media Leader

Russian media advertising market grows 'fantastically' — RealnoeVremya.com - Realnoe vremya
Russian media advertising market grows 'fantastically' — RealnoeVremya.com  Realnoe vremya

Brands report a rise in imposter advertisers on platforms like Meta & TikTok - Modern Retail
Brands report a rise in imposter advertisers on platforms like Meta & TikTok  Modern Retail

The New Paradigm of Advertising Sees Content Patterns Changing - Grit Daily
The New Paradigm of Advertising Sees Content Patterns Changing  Grit Daily

Sing Tao House to be renovated into new advertising firm - The Post
Sing Tao House to be renovated into new advertising firm  The Post

GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN - Tech Funding News
GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN  Tech Funding News

CFPB Flags False Advertising Risk For Money Transfer Firms - Law360
CFPB Flags False Advertising Risk For Money Transfer Firms  Law360

Political Advertising in the Era of Artificial Intelligence: What Lies Ahead? - WLS
Political Advertising in the Era of Artificial Intelligence: What Lies Ahead?  WLS

Advertising breach warning for Eredivisie football club – ISA-GUIDE - isa-guide.de
Advertising breach warning for Eredivisie football club – ISA-GUIDE  isa-guide.de

Ph.D. alum wins dissertation award, promoting women and diversity in advertising - UNC Hussman School of Journalism and Media
Ph.D. alum wins dissertation award, promoting women and diversity in advertising  UNC Hussman School of Journalism and Media

Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities - Business Wire
Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

Happy Hemp CBD Gummies - Sweet Relief - CBD Marketing & Advertising - ECOWAS
Happy Hemp CBD Gummies - Sweet Relief - CBD Marketing & Advertising  ECOWAS

Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR) - Defense World
Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR)  Defense World

Advertising Agency 2024: Gale - Campaign US
Advertising Agency 2024: Gale  Campaign US

T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate - JD Supra
T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate  JD Supra

Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women' - The Daily Wire
Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women'  The Daily Wire

Digital advertising: key updates for businesses (March 2024) - Lexology
Digital advertising: key updates for businesses (March 2024)  Lexology

Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads - Search Engine Roundtable
Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads  Search Engine Roundtable

The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024 - DataDrivenInvestor
The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024  DataDrivenInvestor

Advertising Agency TRG Seeks To Offload Office Space in Dallas' Deep Ellum Neighborhood - CoStar Group
Advertising Agency TRG Seeks To Offload Office Space in Dallas' Deep Ellum Neighborhood  CoStar Group

Meet the digital David taking on the Google Goliath - The Economist
Meet the digital David taking on the Google Goliath  The Economist

Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down - Search Engine Land
Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down  Search Engine Land

Introducing Kognitiv Amplify: AI-based AdTech Tool - AiThority
Introducing Kognitiv Amplify: AI-based AdTech Tool  AiThority

Navigating the Future of Media & Advertising Technology: A Call to Action - MediaVillage
Navigating the Future of Media & Advertising Technology: A Call to Action  MediaVillage

Advertise for Mother's Day — Pascack Press & Northern Valley Press - Pascack Press & Northern Valley Press
Advertise for Mother's Day — Pascack Press & Northern Valley Press  Pascack Press & Northern Valley Press

Measured solves advertising’s walled garden problem - Martechcube
Measured solves advertising’s walled garden problem  Martechcube

HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent - PesaCheck
HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent  PesaCheck

This Brazilian Brand Uses People to Advertise Its Sun Cream | LBBOnline - Little Black Book - LBBonline
This Brazilian Brand Uses People to Advertise Its Sun Cream | LBBOnline  Little Black Book - LBBonline

Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search? - Investor's Business Daily
Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search?  Investor's Business Daily

Tunnl Audience Intelligence Platform Launches Self-Serve TV Rating Feature for Linear TV Advertisers - GlobeNewswire
Tunnl Audience Intelligence Platform Launches Self-Serve TV Rating Feature for Linear TV Advertisers  GlobeNewswire

Why the joys of real-world advertising still can't be recreated by AI or screens - The Drum
Why the joys of real-world advertising still can't be recreated by AI or screens  The Drum

Aspire & Innovative Advertising IPO opens today: Latest GMP, subscription status, listing date and more | Mint - Mint
Aspire & Innovative Advertising IPO opens today: Latest GMP, subscription status, listing date and more | Mint  Mint

CIABC urges unfettered advertising rights for liquor brand extensions - The Economic Times
CIABC urges unfettered advertising rights for liquor brand extensions  The Economic Times

K&L Gates commercial litigator takes advertising expertise to Venable - World Intellectual Property Review
K&L Gates commercial litigator takes advertising expertise to Venable  World Intellectual Property Review

InfoSum, Experian’s innovation for auto advertisers’ audience strategy - Martechcube
InfoSum, Experian’s innovation for auto advertisers’ audience strategy  Martechcube

ADVERTISING: Advertorial — Decoding food labels: Part II - Coeur d'Alene Press
ADVERTISING: Advertorial — Decoding food labels: Part II  Coeur d'Alene Press

CFPB Issues Warning to Remittance Transfer Providers Over False Advertising - MarketWatch
CFPB Issues Warning to Remittance Transfer Providers Over False Advertising  MarketWatch

The most innovative advertising and marketing companies of 2024 - Fast Company
The most innovative advertising and marketing companies of 2024  Fast Company

Adalytics report exposes the intricacies of made-for-advertising sites - Digiday
Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

EU Court Upholds Tech Rules: Amazon Loses Battle Over Advertising Clause - PYMNTS.com
EU Court Upholds Tech Rules: Amazon Loses Battle Over Advertising Clause  PYMNTS.com

Tribeca Festival Expands Its X Programming and Awards for Advertisers - Adweek
Tribeca Festival Expands Its X Programming and Awards for Advertisers  Adweek

Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling? - MeTV
Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling?  MeTV

Dutch court rules KLM advertising campaign was “greenwashing” - Kennedys Law
Dutch court rules KLM advertising campaign was “greenwashing”  Kennedys Law

Seedtag Launches Contextual TV, a First-of-its-Kind Solution for CTV Advertisers - PR Newswire
Seedtag Launches Contextual TV, a First-of-its-Kind Solution for CTV Advertisers  PR Newswire

Why Advertisers Claim Meta Owes $7 Billion in Damages - Adweek
Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

Advertising giant GroupM pledges to double spending on women’s sports - Awful Announcing
Advertising giant GroupM pledges to double spending on women’s sports  Awful Announcing

Alameda County District Attorney Pamela Price’s Office joins in $17.75 million settlement agreement with Mariner ... - IndiaPost.com
Alameda County District Attorney Pamela Price’s Office joins in $17.75 million settlement agreement with Mariner ...  IndiaPost.com

Our 2023 Ads Safety Report - The Keyword | Google Product and Technology News
Our 2023 Ads Safety Report  The Keyword | Google Product and Technology News

Audacy: Cross-Platform Audio Listeners Boost Results For Advertisers. - Insideradio.com
Audacy: Cross-Platform Audio Listeners Boost Results For Advertisers.  Insideradio.com

Top ad guru Martin Sorrell downplays chances of Trump's Truth Social capturing serious market share - CNBC
Top ad guru Martin Sorrell downplays chances of Trump's Truth Social capturing serious market share  CNBC

In-Video-Game Ad Spend to Reach $11.5 Billion by 2027 - Variety
In-Video-Game Ad Spend to Reach $11.5 Billion by 2027  Variety

Meta advertising: 5 best practices for 2024 - Search Engine Land
Meta advertising: 5 best practices for 2024  Search Engine Land

How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of VDX.tv - Benzinga
How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of VDX.tv  Benzinga

The Impact of Online Gambling on Football Sponsorship and Advertising - TheSpread.com
The Impact of Online Gambling on Football Sponsorship and Advertising  TheSpread.com

Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities. - Insideradio.com
Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities.  Insideradio.com

Elon Musk's Tesla returns to Facebook to launch ads amid sales slump - Quartz
Elon Musk's Tesla returns to Facebook to launch ads amid sales slump  Quartz

Google highlights the impact of GenAI in digital advertising in its latest ads safety report - YourStory
Google highlights the impact of GenAI in digital advertising in its latest ads safety report  YourStory

5 Best Digital Billboard Advertising Companies (March 2024) - Unite.AI
5 Best Digital Billboard Advertising Companies (March 2024)  Unite.AI

MAA Ad of the Week: BA’s Avios from Uncommon - More About Advertising
MAA Ad of the Week: BA’s Avios from Uncommon  More About Advertising

Is lovingly crafted, homemade advertising Adam Buxton's podcasting secret? - The Drum
Is lovingly crafted, homemade advertising Adam Buxton's podcasting secret?  The Drum

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

Smarter ads, better results: The next era of digital advertising - Think with Google
Smarter ads, better results: The next era of digital advertising  Think with Google

Here's Why Lamar Advertising Company (LAMR) Rose in Q4 - Yahoo Finance UK
Here's Why Lamar Advertising Company (LAMR) Rose in Q4  Yahoo Finance UK

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

Tesla Has Started Advertising On Facebook And Instagram - CarScoops
Tesla Has Started Advertising On Facebook And Instagram  CarScoops

Temu and Shein Are the 'Jaws' of Digital Advertising - The Business of Fashion
Temu and Shein Are the 'Jaws' of Digital Advertising  The Business of Fashion

ARS Advertising Completes Acquisition of Manifest - GlobeNewswire
ARS Advertising Completes Acquisition of Manifest  GlobeNewswire

HOAX: This poster advertising jobs for drivers at Victory Farms is a scam - PesaCheck
HOAX: This poster advertising jobs for drivers at Victory Farms is a scam  PesaCheck

CPG Will Reshape Marketing Strategies In 2024 - Forbes
CPG Will Reshape Marketing Strategies In 2024  Forbes

Snapchat Introduces Sponsored AR Filters for Advertisers - XR Today
Snapchat Introduces Sponsored AR Filters for Advertisers  XR Today

Adobe's new GenStudio platform is an AI factory for advertisers - The Verge
Adobe's new GenStudio platform is an AI factory for advertisers  The Verge

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