HOW CAN YOU RESIST reading an ad that starts, “73 years old — he cuts 100 cords in 4 days.”

This is truly a classic example of mail order advertising from the early days; an ad for the Ottawa Log Saw from The Household magazine, October, 1921.

This is my kind of ad (and my kind of product). Great, great copy about a hard-working piece of equipment. Benefits? He “Makes Big Money” with his Ottawa Log Saw.

Beat the Coal Famine

There’s timely news. With an Ottawa Log Saw, you can “Beat the Coal Famine.” And the story goes on, “Remember last winter? Coal is scarce now and will be harder to get.” But the Ottawa Log Saw promises a solution. “Sawed wood will bring high prices….your neighbors will pay you big profits in cash…”

What does it do? “Cuts down trees, saws logs by power.” Inset visuals add detail on features, building the value story. “Wheels Turn on Swivel Axle.” “Easy to Move From Cut to Cut.” And, it “Wheels Like a Wheelbarrow.”

Pays for Itself

More good news. The ad explains that this is the most powerful saw of its kind on the market — you can even use it to run your cream separator! “No log is too big, too little, or too tough.”

Ottawa Mfg. Co. promises its machine will pay for itself. You can pay in cash or make easy payments. Bottom line, “Any man with logs to cut or timber work of any kind to do cannot afford to be without the Ottawa.”

Classic and timeless

The days of the log saw are long gone but the formula so cleverly articulated in this classic direct response ad lives on: it’s a skillfully woven tapestry of features, benefits, promises, problem/solution, offer, a great big value story, a strong call to action…and great copywriting.

Ottawa Log Saw’s direct response formula is timeless. You see it in today’s online and offline advertising — a less robust treatment, often less engaging, and usually a lot less fun. But the same sales-generating formula lives on and on.

Steve Edwards

Copywriter/Direct Marketer

EdwardsDirect.net

— You think features but your customers want BENEFITS.

You’re thumbing through a solar products catalog and come across sales copy like this:

“Extra AUX connection provided. Accepts up to 250 watts, larger model accepts 500 watts. PWM float is set at 14.1 volts, adjustable from 13 to 15 volts. ATC-type automotive fuses supplied on input/output. LDV also included.”

You see the words but you don’t understand them. Your eyes roll back in your head, your jaw goes slack, your tongue lolls out of your head, your mind numbs. Ready to buy? I don’t think so.

Advertiser: what on earth were you thinking?

From a manufacturing point of view, all those AUX’s, watts, and PWM’s are endlessly fascinating. But put yourself in the consumer’s shoes. What good is an LDV if your customers don’t know what it is…and, more importantly, if they don’t know what it’ll do for them?

People don’t buy products or services – we buy benefits.

Here’s some of the text from above put another way — in benefit terms:

“Easy-access AUX (auxiliary) connection provided at no extra charge. Keeps generator starter battery fully charged for dependable starts every time.”

Seems like a no-brainer, doesn’t it? Tell your customers about features…but in the context of “How do I benefit from this feature? What’s in it for me?”

Got it? OK, now take a look at your own advertising. Chances are you’ll find lots of features and precious few consumer benefits. Because we all focus on what’s near and dear to us.

“Here’s what’s in it for YOU.”

Communicating how your customers benefit from your product or service is near and dear to EdwardsDirect.net. We’ll review your advertising and communicate your features in benefit terms.

What’s in it for you? Stronger online and offline advertising that is vastly more engaging and motivating to customers than dry old features. And that means more sales for you.

Your benefit: increased sales

E-mail me, Steve@EdwardsDirect.net or call me at 1-802-447-4939.

Send me some of your ads, brochures, sales sheets, or a link to your website. I’ll get back to you quickly and show you how I can turn your features into benefits…and how you’ll benefit with increased sales.

Steve Edwards

Copywriter/Marketer

EdwardsDirect.net