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Communicate Benefits, Not Details
Apr 9You could make an ad for Coke that talked about its ingredients. How it tastes. The shape of the bottle. Or you could make this ad.
The ad (slightly NSFW) shows the difference between communicating benefits and communicating details. Benefits are a feeling; details are dry. One of the top communicators of our generation recently wrote: “If you have limited space and want to communicate technical information, it almost always is either so general as to be of limited use, or dull or both.” Getting communication boiled down to its essence takes time and a little cleverness, but in the end it’s well worth the investment.
Now I’m off to run with the bulls.
[via In Search of Utopia]
About the Author
Frank Roche
Frank started IFRACTAL over 7 years ago with Sarah Chambers. Together, they've created HR communications and HR software for some of the world's leading companies. Frank is also studying Flamenco guitar and origami.
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You are right on the mark. Communicating the benefits rather than the details applies to everything we do, teaching, job application etc.
Cheers
Santosh
Hi Santosh. Isn’t that a universal piece of advice? It’s that old adage of “A picture is worth a thousand words, but a thousand words will never describe a picture.”