Information Sells

By now, you’ve probably seen or heard about the new Microsoft Bill Gates/Jerry Seinfeld ad. I’ve been asking friends for their opinions, reading blog reviews, and trying to sort out whether this campaign is a disaster or a success.
The odd thing is – you can’t tell if the campaign is succeeding, because there is no [...]

Tags: advertising, bill gates, microsoft, seinfeld

The easiest way to sell a product is to find people who have already spent money on something and then sell them a similar item.
But how do you know when people care enough to buy? One sure sign of a passionate interest in a topic is reading about it.
People read about their hobbies to learn [...]

Tags: advertising, mgazine, niche, research

Everyone has heard that you should emphasize benefits not features. For some products, this is a fairly straight forward dichotomy:
Feature: Airbags
Benefit: Survive the crash
Feature: Blu-Ray Compatible DVD Player
Benefit: It’s like being in a theater!
Feature: Factory installed Windows Vista
Benefit: Absolutely none
You get the idea.
But with tech products, how to videos, and information products, it can sometimes be [...]

Tags: advertising, benefits, features