The First Law of Advertising

Back to basics

The First Law of Advertising is as fundamental as the law of gravity:

"Sell benefits, not features."

Or, as they put it in Marketing 101:

"Nobody wants drill bits. They want holes!"

All the books tell you that. And all the books are right. Nobody cares about what you're selling. They just want to know if you can solve their problem or satisfy their need.

This is true in print ads. It's true in direct mail. It's true on radio and TV. It's true online.

Less well known is the second law--what I call "Schwartz's Law of Advertising."
But we'll take up next class....