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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 Sun. May / 16 / 2021

Google's New Advertising Racket - International Policy Digest
Google's New Advertising Racket  International Policy Digest

Reach the right people (frequently) with digital advertising - Bend Bulletin
Reach the right people (frequently) with digital advertising  Bend Bulletin

Monday to mark a critical day for LVCVA advertising contract - Las Vegas Review-Journal
Monday to mark a critical day for LVCVA advertising contract  Las Vegas Review-Journal

The Role of Localization in Advertising Translation - News & Features
The Role of Localization in Advertising Translation  News & Features

An Iranian Advertising Agency Mentioned as Top Digital Marketing Company and Top Experiential Market - Tehran Times
An Iranian Advertising Agency Mentioned as Top Digital Marketing Company and Top Experiential Market  Tehran Times

U.S. judge dismisses advertisers' antitrust claims against Google - Reuters
U.S. judge dismisses advertisers' antitrust claims against Google  Reuters

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Advertising Upstarts Taking on Established Giants Like WPP and IPG - Business Insider
Advertising Upstarts Taking on Established Giants Like WPP and IPG  Business Insider

TV Advertising Market 2021: Latest updated Report 2027 – Test & Measurement - Test & Measurement
TV Advertising Market 2021: Latest updated Report 2027 – Test & Measurement  Test & Measurement

TV advertising market shows positive signs of growth - Sydney Morning Herald
TV advertising market shows positive signs of growth  Sydney Morning Herald

Cinema Advertising Market to see Huge Growth by 2025 | CineHoyts, Cinepolis, Cinevation – The Shotcaller - The Shotcaller
Cinema Advertising Market to see Huge Growth by 2025 | CineHoyts, Cinepolis, Cinevation – The Shotcaller  The Shotcaller

Brands in Latin America strive for more diversity in their advertising - Business Insider
Brands in Latin America strive for more diversity in their advertising  Business Insider

Miller Genuine Draft and the black hole of space advertising - Fast Company
Miller Genuine Draft and the black hole of space advertising  Fast Company

New Opportunities in Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Mar - News By ReportsGO
New Opportunities in Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Mar  News By ReportsGO

Inside the Lucrative and Murky World of Advertising Search Consultants - Business Insider
Inside the Lucrative and Murky World of Advertising Search Consultants  Business Insider

Social Media Advertising for Service Brands - Franchising.com
Social Media Advertising for Service Brands  Franchising.com

Smart Advertising Market 2021 Share, Size, Future Demand, Trends, Region by Forecast to 2026| Lamar Advertising Company, OUTFRONT Media, CIVIQ Smartscapes – The Manomet Current - The Manomet Current
Smart Advertising Market 2021 Share, Size, Future Demand, Trends, Region by Forecast to 2026| Lamar Advertising Company, OUTFRONT Media, CIVIQ Smartscapes – The Manomet Current  The Manomet Current

Reagan Outdoor Advertising honoring 2021 graduates on digital bi - WRCB-TV
Reagan Outdoor Advertising honoring 2021 graduates on digital bi  WRCB-TV

Why is Japanese brand Muji advertising ties to forced labor? - Fast Company
Why is Japanese brand Muji advertising ties to forced labor?  Fast Company

How the role of branded content in the advertising landscape is evolving - The Financial Express
How the role of branded content in the advertising landscape is evolving  The Financial Express

Three students sue coding bootcamp Lambda School alleging false advertising and financial shenanigans - TechCrunch
Three students sue coding bootcamp Lambda School alleging false advertising and financial shenanigans  TechCrunch

Cheat Sheet: At IAB Podcast Upfront, diverse voices take center stage while podcast advertising revenue and audiences boom - Digiday
Cheat Sheet: At IAB Podcast Upfront, diverse voices take center stage while podcast advertising revenue and audiences boom  Digiday

Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton - The Wall Street Journal
Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

Institutional Advancement at St. Mary's College a “Best of Show” at the 36th Annual Educational Advertising Awards - The Southern Maryland Chronicle
Institutional Advancement at St. Mary's College a “Best of Show” at the 36th Annual Educational Advertising Awards  The Southern Maryland Chronicle

Inclusion Of Ethnic Minorities In Advertising Must Go Beyond Inclusion - MarTech Series
Inclusion Of Ethnic Minorities In Advertising Must Go Beyond Inclusion  MarTech Series

Why some gas stations are advertising $9.99 unleaded - PolitiFact
Why some gas stations are advertising $9.99 unleaded  PolitiFact

Digital Video Advertising Market Projected to Show Strong Growth | Conversant, JW Player, Tremor International, Verizon Media – The Manomet Current - The Manomet Current
Digital Video Advertising Market Projected to Show Strong Growth | Conversant, JW Player, Tremor International, Verizon Media – The Manomet Current  The Manomet Current

The Apple and Amazon Side Hustles - The New York Times
The Apple and Amazon Side Hustles  The New York Times

How to improve your business’s advertising strategy - BOSS Magazine
How to improve your business’s advertising strategy  BOSS Magazine

How Alan Moss is helping Amazon become an advertising giant - Business Insider
How Alan Moss is helping Amazon become an advertising giant  Business Insider

Online Advertising Platform Market Demand, Growth Challenges, Industry Analysis And Forecasts to 2027 – Test & Measurement - Test & Measurement
Online Advertising Platform Market Demand, Growth Challenges, Industry Analysis And Forecasts to 2027 – Test & Measurement  Test & Measurement

Account-Based Advertising Software Market Research Report, Growth Trends and Competitive Analysis 2021-2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Account-Based Advertising Software Market Research Report, Growth Trends and Competitive Analysis 2021-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

How to Advertise in Newsletters: A Beginner's Guide (with Examples) - Search Engine Journal
How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

ADVERTISING: Advertorial — How to support liver and gallbladder health naturally - Coeur d'Alene Press
ADVERTISING: Advertorial — How to support liver and gallbladder health naturally  Coeur d'Alene Press

Finecast delves into the future of TV advertising - The Drum
Finecast delves into the future of TV advertising  The Drum

Ford’s new in-car advertising patent is what hell looks like - The Next Web
Ford’s new in-car advertising patent is what hell looks like  The Next Web

Brands in Latin America are striving for more diversity in their advertising - eMarketer
Brands in Latin America are striving for more diversity in their advertising  eMarketer

NTSD advertising 2021/22 budget with no tax increase | Local | tiogapublishing.com - The Wellsboro Gazette
NTSD advertising 2021/22 budget with no tax increase | Local | tiogapublishing.com  The Wellsboro Gazette

Digital Advertising Platforms Market Trends 2021: Updated Business Statistics and Research Methodology – Test & Measurement - Test & Measurement
Digital Advertising Platforms Market Trends 2021: Updated Business Statistics and Research Methodology – Test & Measurement  Test & Measurement

SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media - PRNewswire
SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media  PRNewswire

Programmatic Advertising Display Market Research Report: Size, Share, Opportunities, Challenges, Statistics, Restraints, Drivers with Key Player like Facebook, Google (Doubleclick), Alibaba, Adobe Systems Incorporated, Tencent, etc – KSU | The Sentinel N - KSU | The Sentinel Newspaper
Programmatic Advertising Display Market Research Report: Size, Share, Opportunities, Challenges, Statistics, Restraints, Drivers with Key Player like Facebook, Google (Doubleclick), Alibaba, Adobe Systems Incorporated, Tencent, etc – KSU | The Sentinel N  KSU | The Sentinel Newspaper

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

Global Programmatic Advertising Market Report Till 2026 | Industry Analysis & Fo - News By ReportsGO
Global Programmatic Advertising Market Report Till 2026 | Industry Analysis & Fo  News By ReportsGO

Apple's Privacy Changes Are Disrupting Advertising on Facebook - Business Insider
Apple's Privacy Changes Are Disrupting Advertising on Facebook  Business Insider

Apple hires former Facebook advertising exec to bolster its own ads platform - 9to5Mac
Apple hires former Facebook advertising exec to bolster its own ads platform  9to5Mac

Consumer Empowerment and the Future of Advertising - MarTech Series
Consumer Empowerment and the Future of Advertising  MarTech Series

Insurance Advertising Market Is Booming Worldwide : Liberty Mutual, Berkshire Hathaway, Nationwide Mutual - Insurance News Net
Insurance Advertising Market Is Booming Worldwide : Liberty Mutual, Berkshire Hathaway, Nationwide Mutual  Insurance News Net

Global Advertising Agencie Service Market Expected To Reach Highest CAGR By 2026: WPP Group, Omnicom Group, Publicis Groupe, Interpublic Group, Dentsu etc. – Test & Measurement - Test & Measurement
Global Advertising Agencie Service Market Expected To Reach Highest CAGR By 2026: WPP Group, Omnicom Group, Publicis Groupe, Interpublic Group, Dentsu etc. – Test & Measurement  Test & Measurement

Orange Park man pleads guilty to advertising child sex abuse photos for sale through social media app - FirstCoastNews.com WTLV-WJXX
Orange Park man pleads guilty to advertising child sex abuse photos for sale through social media app  FirstCoastNews.com WTLV-WJXX

A century of all-American toy advertising in pictures - Wallpaper*
A century of all-American toy advertising in pictures  Wallpaper*

The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

Opinion : Why Connecticut’s proposed digital advertising tax is defective - Hartford Courant
Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

Amazon files lawsuit to dismantle illegal advertising scheme targeting customers - Fox Business
Amazon files lawsuit to dismantle illegal advertising scheme targeting customers  Fox Business

How Alan Moss Is Turning Amazon Into Advertising Powerhouse - Business Insider
How Alan Moss Is Turning Amazon Into Advertising Powerhouse  Business Insider

This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins - TechCrunch
This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

Denver advertising software company Choozle goes private equity route for $15M Series C - Denver Business Journal - Denver Business Journal
Denver advertising software company Choozle goes private equity route for $15M Series C - Denver Business Journal  Denver Business Journal

Where Does Townsquare Media Inc (TSQ) Stock Fall in the Advertising Agencies Field After It Has Risen 23.96% This Week? - InvestorsObserver
Where Does Townsquare Media Inc (TSQ) Stock Fall in the Advertising Agencies Field After It Has Risen 23.96% This Week?  InvestorsObserver

Comscore Vice President Kristin Sullivan-Stoesser to Moderate Panel at Advertising Research Foundation 'Women in Analytics' Event - MarTech Series
Comscore Vice President Kristin Sullivan-Stoesser to Moderate Panel at Advertising Research Foundation 'Women in Analytics' Event  MarTech Series

Best Stocks To Buy In May? 4 Advertising Stocks To Watch - Entrepreneur
Best Stocks To Buy In May? 4 Advertising Stocks To Watch  Entrepreneur

Advertising our gender bias - Deccan Herald
Advertising our gender bias  Deccan Herald

Big advertisers are threatening to yank TV dollars - Business Insider
Big advertisers are threatening to yank TV dollars  Business Insider

Heineken reignites sporting rivalries ahead of Uefa Euro 2020 | Advertising - Campaign Asia
Heineken reignites sporting rivalries ahead of Uefa Euro 2020 | Advertising  Campaign Asia

Should You Accumulate MDC Partners Inc (MDCA) in Advertising Agencies Industry? - InvestorsObserver
Should You Accumulate MDC Partners Inc (MDCA) in Advertising Agencies Industry?  InvestorsObserver

CloudCommerce Adds Digital Audio to Its AI Advertising Solution - MarTech Series
CloudCommerce Adds Digital Audio to Its AI Advertising Solution  MarTech Series

5 Working Mothers on Their Lives in Advertising During Covid - Muse by Clio
5 Working Mothers on Their Lives in Advertising During Covid  Muse by Clio

Native Advertising Explained—With Examples! - Business 2 Community
Native Advertising Explained—With Examples!  Business 2 Community

Publishers Call on President to Use Local Newspaper Advertising to Help Reach Vaccination Goal - Editor And Publisher Magazine
Publishers Call on President to Use Local Newspaper Advertising to Help Reach Vaccination Goal  Editor And Publisher Magazine

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

Social Advertising Software Market 2021 Global Insights and Technology Advancement – Twitter, AdRoll, Facebook, MediaMath – The Shotcaller - The Shotcaller
Social Advertising Software Market 2021 Global Insights and Technology Advancement – Twitter, AdRoll, Facebook, MediaMath – The Shotcaller  The Shotcaller

Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising - MarTech Series
Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising  MarTech Series

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Global Signage Market Growth Sustained by Increased Focus on Outdoor Digital Advertising: Future Market Insights - PRNewswire
Global Signage Market Growth Sustained by Increased Focus on Outdoor Digital Advertising: Future Market Insights  PRNewswire

Lachlan Murdoch continues to lie to the advertising industry - Media Matters for America
Lachlan Murdoch continues to lie to the advertising industry  Media Matters for America

Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising - ABA Banking Journal
Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising  ABA Banking Journal

Cloud Advertising Market to Eyewitness Massive Growth by 2026 | Google, Rackspace, IBM, Adobe Systems – The Shotcaller - The Shotcaller
Cloud Advertising Market to Eyewitness Massive Growth by 2026 | Google, Rackspace, IBM, Adobe Systems – The Shotcaller  The Shotcaller

In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports - PRNewswire
In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

Amazon Advertising Revenue - Quarterly Spend by Ad Type - Jungle Scout
Amazon Advertising Revenue - Quarterly Spend by Ad Type  Jungle Scout

Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market Size, Status and Business Outlook 2021 -HARVARD POLITICAL REVIEW, MDedge, FDA – The Shotcaller - The Shotcaller
Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market Size, Status and Business Outlook 2021 -HARVARD POLITICAL REVIEW, MDedge, FDA – The Shotcaller  The Shotcaller

Mobile Advertising Software Market Is Booming Worldwide | Marin Software, DoubleClick, Sizmek, Kenshoo – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Mobile Advertising Software Market Is Booming Worldwide | Marin Software, DoubleClick, Sizmek, Kenshoo – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

Signal tried to use Facebook's targeted advertising data against it - Engadget
Signal tried to use Facebook's targeted advertising data against it  Engadget

Facebook allows advertisers to target children interested in smoking, alcohol and weight loss - The Guardian
Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

We Think The Compensation For Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Looks About Right - Simply Wall St
We Think The Compensation For Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Looks About Right  Simply Wall St

Yext throws it back to the '90s | Advertising - Campaign Asia-Pacific
Yext throws it back to the '90s | Advertising  Campaign Asia-Pacific

Outdoor Advertising Machines Operating Market 2021 Business Scenario – Burkhart Advertising, Clear Channel Outdoor, CBS, Stroer Media, Lamar Advertising – The Shotcaller - The Shotcaller
Outdoor Advertising Machines Operating Market 2021 Business Scenario – Burkhart Advertising, Clear Channel Outdoor, CBS, Stroer Media, Lamar Advertising – The Shotcaller  The Shotcaller

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot - Genetic Literacy Project
Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot  Genetic Literacy Project

Align Technology Expands Its “Invis Is” Consumer Advertising Campaign With New Creative and Influencers Focused on Teens, Moms, and Young Adults - StreetInsider.com
Align Technology Expands Its “Invis Is” Consumer Advertising Campaign With New Creative and Influencers Focused on Teens, Moms, and Young Adults  StreetInsider.com

Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe - PRNewswire
Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

Global Interactive Advertising Market: Industry Trends and Developments 2021-2028 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Interactive Advertising Market: Industry Trends and Developments 2021-2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

Facebook v Apple: The ad tracking row heats up - BBC News
Facebook v Apple: The ad tracking row heats up  BBC News

Podcast Advertising Market : Opportunity Analysis and Industry Forecast upto 2030 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Podcast Advertising Market : Opportunity Analysis and Industry Forecast upto 2030 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Advertising Intelligence Solution Market including top key players 1. Sensor Tower Inc, 2. Pathmatics Inc., 3. Ebiquity plc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Intelligence Solution Market including top key players 1. Sensor Tower Inc, 2. Pathmatics Inc., 3. Ebiquity plc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Global Digital Advertising Industry 2021-2028 Market Company Business Overview, Sales, Revenue and Gross Margin – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Digital Advertising Industry 2021-2028 Market Company Business Overview, Sales, Revenue and Gross Margin – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Interactive Advertising Market Pegged Thriving Growth by 2025| Stern & Partners, Droga5, Crispin Porter + Bogusky, The Martin Agency – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Interactive Advertising Market Pegged Thriving Growth by 2025| Stern & Partners, Droga5, Crispin Porter + Bogusky, The Martin Agency – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Cross-Platform And Mobile Advertising Market Impact and Recovery Analysis| Apple, Millenial Media, Amobee, Flytxt, Facebook – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Cross-Platform And Mobile Advertising Market Impact and Recovery Analysis| Apple, Millenial Media, Amobee, Flytxt, Facebook – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn? - Money
People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn?  Money

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