Just look at how far computers have come since John Cleese recorded this commercial for Compaq 25 years ago. Now, think about it… regardless of the clunky computer the message probably still makes you laugh but do you reckon it would have made the sales of Compaq soar?
My feeling is that there were definitely better ways of selling this great new computer than with humour. Often we laugh but forget forget the product or service.
I’ve always liked the approach Apple took in its advertising right from the jump… and that was to sell the benefits. Answering the question, what do these new features mean to the prospect?
Benefits! That’s what Cleese could have talked about… in a humorous way!
The lesson for us… talk about the features of whatever you’re promoting but sell the benefits. In a nutshell, what does it do the prospect?
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