MindValley Labs Internet Marketing Blog

One mar­ket­ing mantra that has existed for decades is the fol­low­ing: Empha­size ben­e­fits NOT fea­tures. This, also holds true most of the time when writ­ing your Google AdWords ads and we are going to share one clear exam­ple with you below.

We tested two dif­fer­ent ads. One empha­sized a clear ben­e­fit “See Results in 2 Days” the other was more descrip­tive and empha­sized a fea­ture “Unique Step by Step Pro­gram.” Both of these are true. The prod­uct that we adver­tised offers a unique “Step by Step Pro­gram” and our client guar­an­tees that cus­tomers will “See Results in 2 Days.”

So, both are fac­tu­ally cor­rect but one empha­sizes a ben­e­fit and the other does not. So, how did the ads perform?

Sta­tis­ti­cally speak­ing the results are sig­nif­i­cant. That means that we can be 95% con­fi­dent that the ad that states the ben­e­fit will out­per­form the ad with the feature.

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About the Author

Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype. Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.

Check out other posts by Mike Reining

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