There is a very good reason for separating the benefits from the features in advertising. Put the benefits in the advert and your features on the website and your sales will go up. Dramatically.

To give an example...

If an advertiser tells me that their new computer is 8th Generation with an Intel Core i5-8250U Processor then that is a feature. If you know what all that means, that’s fine, you can appreciate what that computer will do for you. You even might be persuaded to buy.

But if you don’t know what it means then no interest is aroused.

But if the advertiser leads with the headline:

As soon as you open the lid, this laptop is on and ready to do whatever you want

Then we have a benefit driven advert, and these always work best.

We can look at this another way. Let’s imagine you are selling a set of textbooks for music GCSE which are designed primarily to help students get higher grades. You could describe all the contents in the book - that would be the features list.

You could mention that you have a website that contains all the set works so that the students can access them and listen to them and see the score at home using your website. That is still a feature, but the benefit is fairly clear.

Or you could write a headline that asks:

What is the one factor most likely to raise a student’s grade from a “3” to a “4” or “5” at GCSE?

Then you can give the answer - students who have access at home to recordings of the set works alongside the score are more likely to get the higher grades.

So you have the benefit and explain why it is a good thing to have.

This use of strong and clear benefits is extremely helpful when placed in an advert. This leaves you free to encourage the reader, now enthused by your benefit, then to proceed to the website, where you can reveal the features and include (if you wish) some pictures.

If you would like to see an example of one of my adverts it is here. Below it there is a commentary as to why it was written in the way it is.

If you would like to experiment with several different emails over time the best way is then to use our discounted 4 Email campaign through which we will send out four different emails for you at times of your choosing so you can compare the results.

For more information please do call 01604 880 927 or email Stephen@schools.co.uk