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Communicate Benefits, Not Details

Communicate Benefits, Not Details

by Frank Roche on April 9, 2007

in Communication

You could make an ad for Coke that talked about its ingredients. How it tastes. The shape of the bottle. Or you could make this ad.

The ad (slightly NSFW) shows the difference between communicating benefits and communicating details. Benefits are a feeling; details are dry. One of the top communicators of our generation recently wrote: “If you have limited space and want to communicate technical information, it almost always is either so general as to be of limited use, or dull or both.” Getting communication boiled down to its essence takes time and a little cleverness, but in the end it’s well worth the investment.

Now I’m off to run with the bulls.

[via In Search of Utopia]

{ 2 comments… read them below or add one }


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