| BENCHMARK 3: It should
include a key benefit |
'Engineered like no other car in the world'
does this beautifully for Mercedes Benz. 'Britain's second
largest international scheduled airline' is a 'so what?'
statement for the late Air Europe. You might well say "I
want a car that is engineered like no other car in the world."
But it is unlikely you would say "I want two tickets
to Paris on Britain's second largest international scheduled
airline!"
In America they say 'sell the sizzle, not
the steak.' In Britain they say 'sell the sizzle, not the
sausage.' Either way, it means sell the benefits not the
features.
Since the tagline is the leave-behind, the
takeaway, surely the opportunity to implant a key benefit
should not be missed? Here are some... |
