“Your real challenge, as a copywriter, is to bring the benefits derived from the features to life,” says B2B copywriter Steve Slaunwhite in his e-book, 7 Secrets of Highly-Successful Copy.
This 1962 TV commercial for Super Shell petrol, purportedly written by advertising great David Ogilvy, is a great example of how it’s done.
In this case the feature is the additive Platformate. The benefit is increased mileage.
How to demonstrate that in an attention-getting way? Take 10 gas guzzlers into the Mohave Desert for a mileage test.
Take a look: