Crikey! For heaven’s sake sell the benefits

The advert I want to talk about is for Omega and for many people that says it all, it’s the brand they love; for others because the advert was in the glossy Financial Review magazine targeting the upper income and aspirational demographic it appeals to those who want to have “the best”.

So in a full page advert with the headline OMEGA and underneath a huge photo of a watch in all its glory was this copy…

My question is what does that all mean?

Now, for those who buy coz of the brand or coz they have the money and want the trappings, it doesn’t matter, but may I suggest that, for people who know little about watches, adding some explanatory info about the benefits may have persuaded many more to buy. Of course, perhaps the manufacturer doesn’t want that; maybe they want to limit the number of people, the hoi polloi, who buy one to maintain exclusivity.

But for argument’s sake lets look at what they could have explained:

“proven at the industry’s highest level” what the heck does that mean to me? Please explain who they are and what they do?

“rigorously tested” has it been jumped on to test its strength meaning that it will never crack, break or bend and can be handed down as an heirloom through the generations or does it keep time to one billionth of a second because of its atomic motor meaning you’ll never miss appointments, or what?

Who are “the Swiss Instiutute of Metrology”? At first glance they look like the weather bureau but what are their bona fides and what does it mean to me?

“exquisite design” I suppose that’s in the mind of the beholder so I’ll let that go through!

“superior precison” meaning what” For instance, that the case has been manufactured to amazing tolerances so it never leaks or it tells the time accurately under mind boggling circumstance?

And this is the lulu “anti magnetic resistance of 15,000 gauss”. So what precisely does this mean to me or is the watchmaker just getting off on it?

Oh, I could go on but I think you’ll have seen what I mean.

For you, it’s a reminder that when you talk about your products and services you highlight the features but you sell (explain) the benefits.

You can do that very simply using the words “and that means”. For example, you proudly explain your product has “NASA invented heat particles” so you add “which means you don’t burn your fingers!”