Comments on: The Most Important Advertising Question http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html Business-Building Secrets for Growth-Obsessed Companies Thu, 04 Dec 2008 22:51:06 +0000 http://wordpress.org/?v=2.3.3 By: Ken Davis http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-6176 Ken Davis Wed, 20 Aug 2008 01:30:33 +0000 http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-6176 John Patterson (National Cash Register) in the 1890's A man way ahead of his time.  He sold the "receipt", not the cash register.  Convincing store owners that a printed receipt for a purchase had many benefits not available to the the public at the time. John Patterson (National Cash Register) in the 1890’s A man way ahead of his time.  He sold the "receipt", not the cash register.  Convincing store owners that a printed receipt for a purchase had many benefits not available to the the public at the time.

]]> By: Janet Smith http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4203 Janet Smith Wed, 25 Jun 2008 12:59:35 +0000 http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4203 It is amazing such a small question has such enormous potential.  My first goal using this is to apply it to offering my services as a copywriter.  I can't wait to test for results It is amazing such a small question has such enormous potential.  My first goal using this is to apply it to offering my services as a copywriter.  I can’t wait to test for results

]]> By: The Copywriting Kid http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4079 The Copywriting Kid Fri, 20 Jun 2008 09:45:36 +0000 http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4079 oops... my last comment didn't look very good, so here again reformatted: I’m not sure if I get this right… I tried my hand at it, but I’m sure it’s still a long way to go, so please help me out here a bit: Starbucks: self-image of being successful & busy Disneyworld: a happy family Facebook: friends Amazon.com: easy shopping ebay.com: excitement of competing for a bargain Google: fast access to relevant information YouTube: being cool Coca-Cola: Being part of a happy bunch of people Apple: Being somebody who knows quality instead of being part of the “herd”; (& maybe a bit of David vs. Goliath) Wholefoods: healthy feasting Sony: easy entertainment Canon (consumer products): reliable gadgets with features Bose: being an “educated consumer” Mercedes Benz: affluence BMW: intelligence (smart engineering) Gilette (shaving appliances): skin that looks and feels good Axe (deodorants): being popular Kellogs: a good start in the day Vogue: being a hip woman FHM: stuff to talk about with your buddies Firefox: surfing the web better Internet Explorer: easy surfing Brita (water filters): safety & health Samsonite: being organized on the road Exxon Mobil: fuel so you can use your car Verizon: communication FedEx: fast & safe shipment Netflix: convenient entertainment at home Walmart: bargains, getting more for your money dishwashing detergents: Palmolive Dry Skin With Aloe: beautiful hands for the housewife Palmolive Scrub Buster: convenient cleaning Palmolive SpringSensations: washing with joy Palmolive Antibacterial: security vacuum cleaners: a clean home canned beans: cheap nutritious food toothpaste: good breath toothbrush: clean mouth airlines: fast transportation gaming consoles (Wii/Playstation): adventures McDonalds: familiarity Obama: heroism McCain: security John Reese: honest success John Carlton: copywriting skills & companionship Gary Halbert: copywriting skills & entertainment And here some more questions: How exactly do you think this through? There must be some mental process you go through, can you elaborate on that and kind of break it down in more detail? Also, it seems to me that almost everyone of these examples has "several layers", and depending upon how much I "zoom in" it changes. oops… my last comment didn’t look very good, so here again reformatted:

I’m not sure if I get this right… I tried my hand at it, but I’m sure it’s still a long way to go, so please help me out here a bit:

Starbucks: self-image of being successful & busy

Disneyworld: a happy family

Facebook: friends

Amazon.com: easy shopping

ebay.com: excitement of competing for a bargain

Google: fast access to relevant information

YouTube: being cool

Coca-Cola: Being part of a happy bunch of people

Apple: Being somebody who knows quality instead of being part of the “herd”; (& maybe a bit of David vs. Goliath)

Wholefoods: healthy feasting

Sony: easy entertainment

Canon (consumer products): reliable gadgets with features

Bose: being an “educated consumer”

Mercedes Benz: affluence

BMW: intelligence (smart engineering)

Gilette (shaving appliances): skin that looks and feels good

Axe (deodorants): being popular

Kellogs: a good start in the day

Vogue: being a hip woman

FHM: stuff to talk about with your buddies

Firefox: surfing the web better

Internet Explorer: easy surfing

Brita (water filters): safety & health

Samsonite: being organized on the road

Exxon Mobil: fuel so you can use your car

Verizon: communication

FedEx: fast & safe shipment

Netflix: convenient entertainment at home

Walmart: bargains, getting more for your money

dishwashing detergents:
Palmolive Dry Skin With Aloe: beautiful hands for the housewife
Palmolive Scrub Buster: convenient cleaning
Palmolive SpringSensations: washing with joy
Palmolive Antibacterial: security

vacuum cleaners: a clean home

canned beans: cheap nutritious food

toothpaste: good breath

toothbrush: clean mouth

airlines: fast transportation

gaming consoles (Wii/Playstation): adventures

McDonalds: familiarity

Obama: heroism

McCain: security

John Reese: honest success

John Carlton: copywriting skills & companionship

Gary Halbert: copywriting skills & entertainment

And here some more questions:

How exactly do you think this through? There must be some mental process you go through, can you elaborate on that and kind of break it down in more detail?

Also, it seems to me that almost everyone of these examples has "several layers", and depending upon how much I "zoom in" it changes.

]]> By: The Copywriting Kid http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4078 The Copywriting Kid Fri, 20 Jun 2008 09:42:21 +0000 http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4078 I'm not sure if I get this right... I tried my hand at it, but I'm sure it's still a long way to go, so please help me out here a bit:Starbucks: self-image of being successful & busyDisneyworld: a happy familyFacebook: friendsCoca-Cola: Being part of a happy bunch of peopleApple: Being somebody who knows quality instead of being part of the "herd"; (& maybe a bit of David vs. Goliath)Google: fast access to relevant informationWholefoods: healthy feastingYouTube: being coolSony: easy entertainmentCanon (consumer products): reliable gadgets with featuresBose: being an "educated consumer"Mercedes Benz: affluenceBMW: intelligence (smart engineering)Gilette (shaving appliances): skin that looks and feels goodAxe (deodorants): being popularKellogs: a good start in the dayVogue: being a hip womanFHM: stuff to talk about with your buddiesFirefox: surfing the web betterInternet Explorer: easy surfinggaming consoles (Wii/Playstation): adventuresBrita (water filters): safety & healthAmazon.com: easy shoppingebay.com: excitement of competing for a bargainvacuum cleaners: a clean homeairlines: fast transportationdishwashing detergents: Palmolive Dry Skin With Aloe: beautiful hands for the housewife Palmolive Scrub Buster: convenient cleaning Palmolive SpringSensations: washing with joy Palmolive Antibacterial: securitySamsonite: being organized on the roadExxon Mobil: fuel so you can use your carVerizon: communicationFedEx: fast & safe shipmentNetflix: convenient entertainment at homeWalmart: bargains, getting more for your moneyMcDonalds: familiarityObama: heroismMcCain: securityJohn Reese: honest successJohn Carlton: copywriting skills & companionship Gary Halbert: copywriting skills & entertainmentJeffrey Sachs: heroism (fighting for a fair world)And here some more questions: How exactly do you think this through? There must be some mental process you go through, can you elaborate on that and kind of break it down in more detail? Also, it seems to me that almost everyone of these examples has "several layers", and depending upon how much I "zoom in" it changes. Example #1: When I look at "Brita" it seems that in and of itself it sells "safety" - but as soon as I compare it to other walter filters/purifiers it seems that they sell "CONVENIENT safety". I’m not sure if I get this right… I tried my hand at it, but I’m sure it’s still a long way to go, so please help me out here a bit:Starbucks: self-image of being successful & busyDisneyworld: a happy familyFacebook: friendsCoca-Cola: Being part of a happy bunch of peopleApple: Being somebody who knows quality instead of being part of the "herd"; (& maybe a bit of David vs. Goliath)Google: fast access to relevant informationWholefoods: healthy feastingYouTube: being coolSony: easy entertainmentCanon (consumer products): reliable gadgets with featuresBose: being an "educated consumer"Mercedes Benz: affluenceBMW: intelligence (smart engineering)Gilette (shaving appliances): skin that looks and feels goodAxe (deodorants): being popularKellogs: a good start in the dayVogue: being a hip womanFHM: stuff to talk about with your buddiesFirefox: surfing the web betterInternet Explorer: easy surfinggaming consoles (Wii/Playstation): adventuresBrita (water filters): safety & healthAmazon.com: easy shoppingebay.com: excitement of competing for a bargainvacuum cleaners: a clean homeairlines: fast transportationdishwashing detergents:
Palmolive Dry Skin With Aloe: beautiful hands for the housewife
Palmolive Scrub Buster: convenient cleaning
Palmolive SpringSensations: washing with joy
Palmolive Antibacterial: securitySamsonite: being organized on the roadExxon Mobil: fuel so you can use your carVerizon: communicationFedEx: fast & safe shipmentNetflix: convenient entertainment at homeWalmart: bargains, getting more for your moneyMcDonalds: familiarityObama: heroismMcCain: securityJohn Reese: honest successJohn Carlton: copywriting skills & companionship Gary Halbert: copywriting skills & entertainmentJeffrey Sachs: heroism (fighting for a fair world)And here some more questions:
How exactly do you think this through? There must be some mental process you go through, can you elaborate on that and kind of break it down in more detail?
Also, it seems to me that almost everyone of these examples has "several layers", and depending upon how much I "zoom in" it changes.

Example #1: When I look at "Brita" it seems that in and of itself it sells "safety" - but as soon as I compare it to other walter filters/purifiers it seems that they sell "CONVENIENT safety".

]]> By: Sylvia http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4074 Sylvia Fri, 20 Jun 2008 06:18:14 +0000 http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4074 Yes. It's all about keeping it real, because there is potentially such a vast distance between our motivation to sell and a buyers motivation to purchase. Bridging the gap is all about acquiring an empathetic mindset and a creative and concise "pitch" that is solution based. Thanks for the cool article and reminding me of these things. Yes. It’s all about keeping it real, because there is potentially such a vast distance between our motivation to sell and a buyers motivation to purchase. Bridging the gap is all about acquiring an empathetic mindset and a creative and concise "pitch" that is solution based.

Thanks for the cool article and reminding me of these things.

]]> By: Len http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4065 Len Thu, 19 Jun 2008 16:10:41 +0000 http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4065 Great article, Gary. Short. Sweet. And -- as always -- right on target. I've already added this 5-word question to my checklist. Thanks! Great article, Gary. Short. Sweet. And – as always – right on target. I’ve already added this 5-word question to my checklist.
Thanks!

]]> By: Paul Davis http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4064 Paul Davis Thu, 19 Jun 2008 15:54:15 +0000 http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4064 Gary, What I have found is that when this question is asked by the owner of a business it really helps them to define for themselves just what they are wanting their business to "be" about.  This definition can be critical to the greater success of the business.  It truly helps define the vision for the company, and as the owner's manual says, "Without a vision, the people perish. Keep up the good work.  Gary,
What I have found is that when this question is asked by the owner of a business it really helps them to define for themselves just what they are wanting their business to "be" about.  This definition can be critical to the greater success of the business.  It truly helps define the vision for the company, and as the owner’s manual says, "Without a vision, the people perish.
Keep up the good work. 

]]> By: John C. A. Manley | Healthy-Conversions.com http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4062 John C. A. Manley | Healthy-Conversions.com Thu, 19 Jun 2008 15:29:48 +0000 http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4062 I love that line from Ford! I had the same issue when I wrote the copy for <a href="http://www.ConstipationRemediesforWomen.com" rel="nofollow" target="_blank">www.ConstipationRemediesforWomen.com</a>. In the research/interview stage I realized women weren't really interested in "getting rid of constipation." Instead, they were wanted to get rid of a bloated stomach and smelly gas. I love that line from Ford!

I had the same issue when I wrote the copy for http://www.ConstipationRemediesforWomen.com. In the research/interview stage I realized women weren’t really interested in "getting rid of constipation." Instead, they were wanted to get rid of a bloated stomach and smelly gas.

]]> By: Jim Murphy http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4055 Jim Murphy Thu, 19 Jun 2008 14:39:28 +0000 http://www.makepeacetotalpackage.com/gary-bencivenga/the-most-important-advertising-question.html#comment-4055 Gary,I think most copywriters (and salespeople) have trouble differentiating facts and benefits. To me, your question is a brilliant way to make benefits crystal clear. Thanks for the insight. Gary,I think most copywriters (and salespeople) have trouble differentiating facts and benefits. To me, your question is a brilliant way to make benefits crystal clear. Thanks for the insight.

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