For All Those People Who Struggle With Benefits and Features

For Everyone Who Has Ever Struggled Sorting Out Benefits From Features - "SWAT Them!"

SWAT is not actually an acronym. It is a compaction of the question "so what?"

You see, one of the biggest problems that even experienced copywriters and marketers fall into is being clear on what benefits their product or service actually delivers to their customers.

SWAT provides the solution.

Here is how it works:

  • Take a piece of paper. Divide it into columns one headed features and one headed benefits.

  • Under the features column list all the features that come to mind.

  • Under the benefits column list all the benefits you deliver. (Don't worry about neatness there will not be a one-to-one correspondence between features and benefits)

  • Now, get yourself back in your customers' mindset. Take each feature in turn and ask yourself "SO WHAT?"

  • And keep on asking the question until you can't think of any sensible, benefit oriented, answer.

  • Do this for every feature in your list

  • Now go back and repeat the process for every benefit you originally listed

It is pretty certain that the same benefits will occur many times over as you run through this exercise. That's fine. These are the ultimate benefits you have been looking for. These are the benefits you will 'sell' to your customer.

An example

I wear a pretty cheap and tacky diver's watch. Its features include:

  • water proof to 50m (that's about 164 feet)

  • accurate to 1 second per year

  • tells the time in 2 time zones

  • dual analogue and digital display

  • shock proof

  • stop watch

  • back light

  • day, month date function

  • 5 year battery life

Now for certain prospects this list of features is pretty powerful on its own. Principally young men who like to dazzle their friends with the latest gadgets and gizmos.

But let's try to figure out some marketable benefits for a wider audience.

"Water proof to 50m"

So what?

You can wear the watch while diving

So what?

You can be sure it is waterproof enough for all day-to-day use

So what?

You can put the watch on and forget it - no matter what you are doing

So what?

Accurate time keeping -anytime, anyplace.

So what?


Your thought patterns would obviously be different to mine. But I am now stuck. The question "So What?" doesn't lead me to another statement. No matter. I am pretty happy with the last couple above. Either of them talks to me of the real benefits the watch could bring.

Now I would need to go away and do the same thing for all of the other features. When I first did this exercise I ended up with over 120 benefits (and this for something that is definitely pretty cheap and tacky). I am not going to do that here again.

The benefits that kept repeating were the go anywhere, do anything, super accurate timekeeping.

I was able to produce 30 plus benefit driven headlines. And I had no difficulty in sorting out the benefits from the features.

And all in a little over an hour.

Seems a pity that I don't actually sell watches.

About The Author

Keith Longmire is the owner of JKL Business Growth Solutions. JKL specialises in bringing main stream business improvement and marketing solutions into the reach of smaller businesses.

In The News:

Leaner WPP prepares for a new era of advertising  Financial TimesShortly after becoming chief executive of WPP last year, Mark Read called the advertising group's 150 top directors to a week-long meeting in Brooklyn to ...
Epoch Times banned from advertising on Facebook after breaking ad rules  The VergeFacebook has banned conservative news site The Epoch Times from buying ads after the site violated ad policies by attempting to avoid Facebook's rules for ...
Activision Blizzard's Advertising Business Is Gaining Momentum  The Motley FoolAnalysts believe advertising is a $500 million opportunity -- but that could prove conservative.
Are You Advertising For The Competition?  ForbesBrand agility, an aggressive and automated marketing plan and the inside track on every major competitor in town are all powerful but do not replace genuine ...
Storyboard: 'Facebook’s 'Thumbstoppers' to get advertising agencies to think short form'  CNBCTV18Thumbstoppers — Facebook's initiative targeted at marketing and advertising industry to redefine storytelling in short-form video ads — conducted its jury meet ...
Twitter blocks state-controlled media outlets from advertising on its social network  TechCrunchTwitter is now blocking state-run media outlets from advertising on its platform. The new policy was announced just hours after the company identified an ...
Google Chrome proposes 'privacy sandbox' to reform advertising evils  CNETPublisher ad revenue drops 52% when ads aren't targeted, says Google -- whose privacy sandbox idea aims to offer both ad targeting and privacy.
Climate facts subject to rules on partisan advertising in Canada  Science MagazineEnvironmental charities and campaigners in Canada's upcoming federal election this fall say they are facing new restrictions on how they talk about climate ...
Dentsu is not just about advertising; we are creative entrepreneurs: Ted Lim  Exchange4MediaTed Lim, Chief Creative Officer, APAC, Dentsu Aegis Network, tells us why he thinks global advertising festival AD STARS is an equaliser and how Dentsu is ...
NHS to create new £150m advertising and marketing services framework  The DrumThe National Health *Service* (NHS) is to create a new advertising and marketing services framework valued at £150m.
What You Need to Know About Advertising on TikTok  Social Media TodayTikTok, the short-form mobile video app that's popular among Gen Z, has been rapidly growing its young user base, and as a result, marketers have been keenly ...
Ads Of The Week - Campaign Trail: Work That Works  ETBrandEquity.comBrand work that cut through the clutter, reviewed: Fevicol, GooglePay, DailyHunt, Dove, Pantene, Benetton, Saregama.
Mondelēz Is 'Streamlining' Its Creative Advertising Model Under Two Main Global Agencies  ForbesIn an effort to become more consumer-centric, Mondelēz International is consolidating its creative advertising business with a new agency model.
Juul, Philip Morris sued for marketing to minors, deceptive advertising  CNETIt's one more criticism of the e-cigarette industry's effect on young people.
Twitter bans advertising from state-controlled news outlets  EngadgetTwitter announced today that it will no longer accept advertising from state-controlled news outlets. Those accounts will still be able to use the platform, but...
Festive advertising expected to grow 12% up to Rs 20,000 in 2019  MoneycontrolDespite a slump in consumer spending and slowdown, festive advertising is expected to grow at 10-12 percent over 2018 to touch as much as Rs 20,000 crore ...
10 marketing and advertising companies helping with CCPA regulation  Business InsiderBusiness Insider has identified the leading companies that are helping marketers navigate privacy regulations.
Advertising Week New York Evolves - with Tech, Culture, and Data at the Table  Grit DailyAdvertising Week New York is coming up September 23-26 and Grit Daily will be there to cover it with a number of features and exclusives.
Weak Ad Market Slams Advertising Bellwether Focus Media  Caixin GlobalOutdoor advertising specialist Focus Media said its revenue sagged and profit plunged in the first half of the year, as the industry veteran faced twin headwinds ...
Brian Wieser: Exploring America's digital advertising trends  The DrumDigital media is ubiquitous in American life, coinciding with and driving significant growth in spending on related advertising. However, with so much scale and ...
Quibi Head of Partnerships and Advertising Tim Connolly Departs  VarietyTim Connolly, the former Hulu exec who joined Quibi last year as head of partnerships and advertising, is leaving the company.
The rise of advertising activism in the Trump era  AxiosAn increase in boycotts, threats and blacklists under the Trump administration is putting pressure on corporate America to be more selective with their marketing ...
Despite Its Risky Reputation, In-App Advertising Is More Popular Than Ever  AdweekPubMatic's survey finds programmatic players seek refuge in private marketplaces.
Vast majority of Australians support ban on misleading political advertising  The GuardianThe vast majority of Australians (84%) support new laws to ban political parties and candidates from making “inaccurate and misleading” claims, according to a ...
Tucker Carlson’s Fox News Show Loses More Advertisers  The New York TimesMr. Carlson still attracts a large audience, but his statements about women, immigrants and race have prompted calls from activists for advertiser boycotts.
Cinema advertising to generate $4.6bn globally in 2019: Report  Exchange4MediaThe global cinema advertising market is growing faster than any other medium except internet, says the latest WARC Global Advertising Trends report.
MUVI Cinemas partners with Motivate Val Morgan for screen sdvertising in Saudi Arabia  Campaign Middle EastMotivate Val Morgan has signed an exclusive advertising sales partnership with Muvi Cinemas for their cinema locations across the Kingdom of Saudi Arabia.
NGE IP Focus: Advertising & Social Media | Neal, Gerber & Eisenberg LLP  JD SupraNeal Gerber Eisenberg and Wolters Kluwer have teamed up to bring you NGE IP Focus, a quarterly newsletter dedicated to intellectual property-related legal ...
Paul Bunyan and other fiberglass advertising giants ride again at Bell Plastics in Hayward California  Boing BoingBefore we had several tiny screens to entertain us on road trips, we were confined to but one: the window. Imagine being stuffed into the back seat of your mom's ...
Weedmaps Changes Advertising Policy Before Class Action Suit Is Filed | Corporate Counsel  Law.comThe lawsuit would have been filed by the Los Angeles-based cannabis firm Zuber Lawler and would have sought relief under California's Unfair Competition ...
Weedmaps says it will ban advertisements from unlicensed cannabis sellers. Legal sellers applaud  Los Angeles TimesWeedmaps has been criticized for years for helping unlicensed dispensaries flourish as California struggled to permit businesses and regulate the industry. Now ...
Facebook banned advertisements from The Epoch Times after it bought $1.5 million of Trump ads in 6 months  Business InsiderFacebook banned pro-Donald Trump publication The Epoch Times from advertising on its platform after it tried to sneak ads past its review system.
Prime Media lifts profit despite a decline in regional TV advertising  AdNewsBy Chris Pash | 23 August 2019. Regional TV broacaster Prime Media Group posted a full year profit of $7.35 million, up 159%, despite a weaker regional ...
Misleading advertisements may land celebrity endorsers in jail  LivemintNew Delhi: Manufacturers, *service* providers and celebrity endorsers face fines and jail terms for making misleading claims in advertisements, under the terms of ...
Here's a running list of all the companies pulling advertising from Alan Jones  SBS NewsIt comes after comments the shock jock made last week, telling Prime Minister Scott Morrison to 'shove a sock' down New Zealand PM Jacinda Ardern's throat.
Kang Daniel signs an advertising contract with Mexicana Chicken  allkpopKang Daniel has landed an advertising deal with Mexicana Chicken!On August 22nd, the major fried chicken franchise announced that they had signed a…
Viacom-CBS Merger Could Boost Advertising Ambitions  The Wall Street JournalThe merger of CBS Corp. and Viacom Inc. creates a larger media company better positioned to pursue advanced advertising technology and ad-supported ...
Microsoft acquires e-commerce advertising vendor PromoteIQ  Marketing LandPromoteIQ, a leading vendor marketing technology, providing targeted ad capabilities to its customers, has been acquired by Microsoft. It will keep its own ...
Morgan Stanley: Australia is in an advertising recession  AdNewsAnalysts have cut growth forecasts and are advising clients to be underweight most of traditional media.
How to use Amazon advertising’s dynamic bidding feature  Search Engine LandDynamic bidding is a feature that Amazon introduced early on in 2019 as a replacement for the original Amazon Bid+ modifier that Advertisers could use within ...
Commonwealth Bank says it won't be advertising on Alan Jones' radio show in the near future  mUmBRELLA*One of the country's biggest brands, the Commonwealth Bank of Australia, or 'Commbank', has said it has no more planned advertising on Alan Jones' breakfast ...
OTT and video advertising are part of every media plan today: Uday Sodhi  Exchange4MediaSodhi, Business Head - Digital, Sony Pictures Networks India, talks about the various facets of SonyLiv, partnerships on live TV, growth & revenue strategy and ...
Want To Be A Unicorn? Hire A Chameleon: Profile Of The Future Advertising Seller  AdExchanger“The Sell Sider” is a column written for the sell side of the digital media community. Today's column is by Patrick O'Leary, founder and CEO at boostr. Much has ...
Facebook lets users clear advertising data held by third-party sites  CampaignLiveA user can then either block app or site from sharing data, or block all services in one go.
Kerala HC Quashes Criminal Case Filed Against 'Vanitha' Magazine For Allegedly Advertising Cures For...  Live LawThe High Court of Kerala has quashed a criminal complaint filed against 'Vanitha' magazine under the Drugs and Magic Remedies (Objectionable ...
German gambling advertising tripled over the last five years  CalvinAyre.comA new study claims Germany's gambling advertising spending has tripled over the past five years, with much of the growth driven by online casino ads.
'Shooting,' 'Bomb,' 'Trump': Advertisers Blacklist News Stories Online  The Wall Street JournalLike many advertisers, Fidelity Investments wants to avoid advertising online near controversial *content*. The Boston-based financial-services company has a ...
Ovo Energy brand chief: 'We're making our advertising green'  CampaignLiveRenewable energy brand Ovo Energy has announced it will offset its carbon footprint on all future advertising and marketing campaigns in a bid to be a more ...
UKRAINIAN MEDIA INTERNET ADVERTISING MARKET EXPANDS BY 82% IN H1 2019 – UIA ASSOCIATION  Ukraine open for businessThe Ukrainian media Internet advertising market expands by 82% in H1 2019, to UAH 1.987 billion, the Ukrainian Internet Association (UIA) has said. The.
Mondelez global advertising creative goes to WPP and Publicis  Exchange4MediaWhile Digitas will lead for Publicis in the gum and biscuit categories, Ogilvy and its sister agency David will lead for WPP.
Just The Numbers: Amazon – the Digital Advertising Platform  BeautyMatterAmazon owns a larger share of the digital ad business than many people realize. The Amazon platform ranks third behind Google and Facebook.
Nine sees a better advertising market from September  AdNewsJuly was weak but August is better.
Your quick-start guide to podcast advertising  Marketing LandPodcasts have been around for over a decade, but it's only within the last few years that the format has begun to capture the attention of the general public.
U.K. Regulator Warns Claims-Management Firms About Misleading Advertising  Wall Street JournalA U.K. financial regulator issued a warning to claims-management companies, saying the industry has been providing misleading information to customers in its ...
How Skore condoms is scoring big with innovative advertising  Exchange4MediaVishal Vyas, General Manager, Marketing, TTK protective devices Pte. Ltd., talks about their marketing strategies and new products in the industry.
EE grasses on Three UK for its 5G advertising  Telecoms.comThree UK has run an ad campaign claiming its 5G network is the only 'real' one. Unsurprisingly other 5G providers are unhappy about this and at least one had ...
TV advertisements dwindle as brands tighten purse strings amid slowdown  The Financial ExpressMedia buying experts have noted that the auto industry, which has suffered the worst decline in sales in the last 20 years, has had to cut down on ad spend ...
Pinterest reports strong demand for advertising on its social-media service  AdAge.comThe stock gained value on a second-quarter report highlighting revenue, users, and a 2019 forecast.
Geocon accused of breaching consumer laws over Canberra apartment advertising  ABC NewsConstruction giant Geocon misled consumers while advertising apartments in Canberra's south, the ACT's Commissioner for Fair Trading will allege.
Planet Nine launches alternative to in-game advertising and digital currencies  VentureBeatPlanet Nine is launching a Ethereum-based alternative for monetizing games that emphasizes rewards for gamers, rather than microtransactions, in-app ...
Advertising icons real and imagined meet in a digital mural from the Clio Awards  AdAge.comThe interactive, annotated project celebrates 60 years of the show.
Twitter bans state media ads after accounts 'manipulate' Hong Kong protests  The IndependentTwitter has banned state-run media from advertising after discovering Chinese accounts attempting to “manipulate” protests in Hong Kong. Both Twitter and ...
Weedmaps announces it will stop advertising unlicensed cannabis retailers 'later this year'  Marijuana Business DailyOnline advertising giant announced Wednesday in a press release that it will begin requiring a state license number for all marijuana retail ...
TLC Bans Advertising On Ride-Share Vehicles  CBS New YorkThe Taxi and Limousine Commission has reversed a previous decision and banned ride-share vehicles from displaying ads on their cars. 1 day ago ...
The state of this! Twitter’s advertising ban is ideological & anti-democratic  RTThe news that Twitter is to ban 'state-controlled news media entities' from advertising on its platforms raises several worrying concerns which urgently need to be ...
Can Artificial Intelligence Eliminate Consumer Privacy Concerns For Digital Advertisers?  ForbesWith privacy concerns growing among consumers, the article explores the potential of video *content* and context data to replace conventional user-based data ...
MLB Uniform Advertisements Could Be On The Way  ForbesSleeve patches worn on the arms of players could serve as ad space, and some reports indicate that they could prove quite lucrative.
8 Advertising Mascots That Followed Millennials From Childhood Through Present-Day  AdweekAdvertising mascots are a tricky thing. Some of them are quickly forgotten, destined to become relics of the distant past, while others are beloved by the public ...
Natalie Morales blames NBC's lack of advertising for cancellation of Abby's  Gay Times MagazineNatalie Morales has said that NBC failing to advertise the sitcom Abby's, which featured a bisexual lead, is the reason the show ended up being cancelled.
Social media influencers becoming the norm for advertising  WRAL.comWhen Caroline Bowers travels around the Triangle with her dog, it's pretty common for people to stop her. Not just because Holden is an adorable golden ...
Facebook to remove thousands of outdated interest targets for advertising  Marketing LandFacebook announced Tuesday that it will be removing thousands of outdated and infrequently used interest targets such as old movie and band names and ...
Amazon Is Looking to Put Advertising Data on a Blockchain  CoinDeskAmazon is seeking to integrate parts of its advertising business with a blockchain. The Seattle-based e-commerce giant is looking for a senior software engineer ...
MyPillow Can Avoid Advertising on ‘Tucker Carlson Tonight’ with Some of These Alternatives  TVRevMyPillow has alternates to the likes of Tucker Carlson and Fox News when it comes to TV advertising. We explain a few with data from iSpot and Inscape.
Is it time to pay more attention to Reddit? For advertisers focused on niche audiences, the answer is yes  Marketing LandOnce upon a time, Reddit was considered the “wild west” of the internet. The company's CEO Steve Huffman described it as a “dystopian Craigslist” – a term he ...
P&O Cruises reviews advertising account  CampaignLiveP&O Cruises is reviewing its creative account after five years with Founded, which was appointed to the account in 2014. Five agencies have been shortlisted in ...
Wheels Environmentalists push to ban all car advertising  WhichCarForget restrictions on how cars are depicted in ads, some would like to see vehicle advertising banned outright. Environmental activists have likened car ...
Vice, Facebook, Mediamonks, Accenture: Meet The Drum Advertising Awards 2019 judges  The Drumhead of creative strategy, EMEA. Marks is an experienced leader in brand building and marketing with a recent focus on entertainment, talent and *content*.
Location Advertising's Wasted Dollars: A Radio or TV Opportunity?  Radio & Television Business ReportDespite strong results being realized by brands from location targeting advertising, nearly two-thirds of spend is still being wasted because of poor quality.
Diversity in advertising makes business sense  South China Morning PostAdvertising has as much power to challenge perceptions and conventions as to reinforce bias and stereotypes. Unfortunately, businesses that have the money ...
Vlaams Belang outspends other parties on online advertising  The Brussels TimesVlaams Belang and its key politicians are continuing to invest heavily in Facebook adverts. They spent more than 100000 euros in just one month. The party.
Facebook's VP of advertising David Fischer on the marketer of the future  The DrumFacebook's advertising chief, David Fischer believes the skills needed to succeed in marketing today will continue to be vital for the marketer of the future as they ...
Scientists call on Elections Canada to clarify policy on climate change advertising  Global NewsThe scientists are calling on Elections Canada to clarify how it interprets issue-based advertising rules in the Elections Act so that groups can advertise on ...
Is reward-based advertising the booming frontier for digital medium?  Exchange4MediaIndustry observers say that when users are blocking intrusive ads, reward-based advertising might be the way ahead to restore the lost sheen of consumer ...
SNHU Is The Fastest-Growing Private College, And Spends The Most On Advertising  New Hampshire Public RadioNew data shows that Southern New Hampshire University spends more on advertising and marketing than any other private, non-profit college in the country.
Snap, Twitter Target Facebook in Dueling Advertising Campaigns  BloombergFacebook Inc. prides itself on bringing people closer together. Unfortunately for Facebook, that includes some of the social network's business rivals.
'Waves of fury': the backlash that led advertisers to desert Alan Jones  The GuardianThe king of talkback radio is on shaky ground after his Jacinda Ardern comments, with 2GB warning this is his last chance. Amanda Meade. Fri 23 Aug 2019 ...
Advertising patches soon coming to MLB?  NBCSports.comA new addition might be coming to MLB uniforms soon but we're not too sure how everyone is going to feel about it.
'Opportunities and challenges': Twitter launches six-second advertising rule  The AgeSocial media giant Twitter will allow companies to broadcast 15-second ads across its platform but only charged once the ad has been viewed for six seconds or ...
Facebook Watch Draws More Advertisers—Gradually  The Wall Street JournalAdvertisers are beginning to direct more money toward Facebook Watch, but the video-viewing platform remains far behind YouTube in revenue and audience.
Beer advertising has failed women - that's bad news for our industry  CampaignLiveThis summer's football tournament showed how much progress we've made and how far we still have to go to achieve equality between men and women.
In-app advertising rebounds, shaking off fraud concerns  AdNewsPrivate marketplaces is set to become the dominant approach to programmatic advertising as soon as next year.
FCA tells claims management companies to raise advertising standards - Your Money  Your MoneyThe Financial Conduct Authority (FCA) has threatened to refuse to authorise claims firms which break financial promotions rules.
Twenty years in advertising sees massive change advertising agency celebrates 20 years in business this year.
Pattison Outdoor Advertising says controversial Maxime Bernier billboards to stay up  Windsor StarElection 2019: Ad firm says controversial Bernier billboards will stay.
SCA's Grant Blackley sees advertising growth ahead  AdNewsWe believe the market will flatten out ... move back into growth in October and beyond.
Voices @ SVA: BFA Advertising Student Jaewoo Park  SVA FeaturesOver the last few weeks, SVA has highlighted students in our Voices se...
The 45 Most Important Advertising Statistics Of 2019  SmallBizGeniusHungry for the latest advertising statistics? Whether you're planning your next marketing campaign or just plain curious about ads, we've got the stats for you.

LED video Displays

LED video displays give you the power to communicate, to... Read More

Do Your Radio Ads Work?

Most small businesses don't have a high powered advertising agency... Read More

Get Free Radio Advertisement

Here's a neat trick to get lots of radio advertisement... Read More

Buying Radio? Read This and Dont Waste Your Money

Pay close attention and make it work the best for... Read More

CD Business Cards- Why Use Them?

CD Business cards are the electronic version of the now... Read More

The Truth in Advertising

Most of us have seen at least a dozen different... Read More

The First UK Man To Become a Human Billboard an Interview

Advertising on humans using tattoos is rapidly kind of freak... Read More

Books, Bibles and Fast-Talkers

Every community has 'em. Fast talkers who roll into town... Read More

I Dont Want to be Different

To succeed in today's crowded marketplace where most of the... Read More

How to Make a Fortune from Unique Resistance-free Advertising

One of the most powerful offers you can use in... Read More

Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract,... Read More

The Importance of Your Business Card

What are you trying to say with you business card?We... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

Media Savvy - How To Manage Your Time To Gain The Best Media Coverage

Did you know generating positive media coverage is four times... Read More

Boost Headline Believability With Specifics

Don't use vague generalities in your headlines. Be as specific... Read More

Marketing Advertising, While Advertising Your Market!

Today in the Business world whether online or off, it... Read More

A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!

FACT: Most people don't spend anywhere near enough time on... Read More

How To Write More Powerful Brochures, Leaflets, And Catalogues

Probably the most interesting thing about brochures and leaflets is... Read More

For All Those People Who Struggle With Benefits and Features

For Everyone Who Has Ever Struggled Sorting Out Benefits From... Read More

Five Characteristics of Highly Successful Advertising

Have you ever spent a small fortune on advertising that... Read More

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can... Read More

Using The Popularity of Celebrities and Currrent Events to Promote Your Business

In this article, we want to explore the idea of... Read More

Get Better Results from Your Advertising with a Disruptor

When you spend money on an advertisement you want to... Read More

How You Can Create Advertising That Sells

A well-planned and properly executed marketing program should include a... Read More