Copywriting Video of the Week: The #1 Copywriting Skill – Dramatising Benefits

“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:

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