Features tell, benefits tell. If we were to sell a book on its features then we’d be talking about the paper and the bind and the print. But that’s not why you buy a book, do you? You buy a book for the whole new world it opens your eyes to.
Today’s Advent calendar door opens to a double whammy of videos, both featuring grandparents. One is scripted and the other casts real life grandparents. Neither talks about the features of the product being sold. Instead, what we see is how the consumer’s life is benefited when they use the product.
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