Published today: Steve Cuno's newest column in Swift, the newsletter of the James Randi Educational Foundation
A feature is an attribute. Like: “This pole is 11 feet long.” A benefit is what the feature does for you. Like: “Keeps you safe from cooties.”
You can identify a benefit by following the feature with the words “so that.” Say you want to sell parents on child immunizations. The feature by itself, “serum delivered by means of sticking a needle in your child’s arm,” is hardly compelling. But by adding “so that,” you might end up with, “…so that your child can escape pain and possible death from a horrible disease.” I don’t know about you, but I find that a bit more persuasive.
Click here to read the rest of this article.
A feature is an attribute. Like: “This pole is 11 feet long.” A benefit is what the feature does for you. Like: “Keeps you safe from cooties.”
You can identify a benefit by following the feature with the words “so that.” Say you want to sell parents on child immunizations. The feature by itself, “serum delivered by means of sticking a needle in your child’s arm,” is hardly compelling. But by adding “so that,” you might end up with, “…so that your child can escape pain and possible death from a horrible disease.” I don’t know about you, but I find that a bit more persuasive.
Click here to read the rest of this article.
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