{"id":11751,"date":"2021-03-24T12:13:48","date_gmt":"2021-03-24T12:13:48","guid":{"rendered":"http:\/\/visakanv.com\/marketing\/?p=11751"},"modified":"2022-11-07T15:57:54","modified_gmt":"2022-11-07T15:57:54","slug":"mario","status":"publish","type":"post","link":"https:\/\/visakanv.com\/marketing\/mario\/","title":{"rendered":"Show your customer what they&#8217;ll become"},"content":{"rendered":"\n<p>I often find myself referencing this image made by my twitter friend <a href=\"https:\/\/twitter.com\/samuelhulick\">Samuel Hulick<\/a>, who runs  <a href=\"https:\/\/twitter.com\/useronboard\">@UserOnboard<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Never mix up features with benefits ever again&#8230; <a href=\"http:\/\/t.co\/rA5sgnnFQc\">pic.twitter.com\/rA5sgnnFQc<\/a><\/p>&mdash; UserOnboard (@UserOnboard) <a href=\"https:\/\/twitter.com\/UserOnboard\/status\/408372844876165120?ref_src=twsrc%5Etfw\">December 4, 2013<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>It&#8217;s a simple, sticky, powerful idea, and I&#8217;ve found myself sharing it with clients all the time. <\/p>\n\n\n\n<p>Charles Atlas did a version of this decades ago with <a href=\"http:\/\/visakanv.com\/marketing\/atlas\/\">his &#8220;Chump To Champ&#8221; ads<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/referralcandy.wpengine.com\/wp-content\/uploads\/2013\/07\/chump-to-champ-580x789.jpg\" alt=\"chump-to-champ\"\/><\/figure>\n\n\n\n<p>The general principle here is that you want to show your prospective customers what your product can do for them.<\/p>\n\n\n\n<p>There are some exceptions to the rule \u2013 if your product is something of exceptional craftsmanship, like an iPhone or a Dyson hairdryer \u2013 then it can make sense to do ads that show off the craftsmanship of the product, to convey how it&#8217;s superior to its competitors.<\/p>\n\n\n\n<p>In the buildup to the internal release of Apple&#8217;s Think Different campaign, <a href=\"http:\/\/visakanv.com\/marketing\/values\/\" data-type=\"post\" data-id=\"11622\">Steve Jobs talked about<\/a> how &#8220;Got Milk&#8221; showed the <em>absence<\/em> of the product, and how Nike doesn&#8217;t focus on its shoes, but celebrates great athletes and athletics. <\/p>\n\n\n\n<p>These are all slightly different variations but the point is that you want to show the <em>effect<\/em> that the product has. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>I often find myself referencing this image made by my twitter friend Samuel Hulick, who runs @UserOnboard: It&#8217;s a simple,&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[80],"tags":[78],"class_list":["post-11751","post","type-post","status-publish","format-standard","hentry","category-directives","tag-directives"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/s5wrnV-mario","_links":{"self":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts\/11751","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/comments?post=11751"}],"version-history":[{"count":2,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts\/11751\/revisions"}],"predecessor-version":[{"id":11757,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts\/11751\/revisions\/11757"}],"wp:attachment":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/media?parent=11751"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/categories?post=11751"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/tags?post=11751"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}