The benefit of Travel Pajamas

The 3 rules of advertising are benefit, benefit, benefit

When you want to increase sales of a product, the most important thing to do is determine the benefit. What is the product going to do for the customer? Most product copy focuses on the attributes, product specifications, what it does, what it’s made of, where it was manufactured. I can tell you what a pair of microfiber travel pajamas are made of, that they are lightweight, wrinkle resistant, antimicrobial, where they were made and what colors they come in. That doesn’t sell the product unless a customer already has it in their head that they need a pair of microfiber travel pajamas.

What is the benefit?

The benefit of travel pajamas is that you aren’t naked. Seriously. We changed the lede on a copy block for microfiber travel pajamas from “Lightweight and easy to pack”, to “It only took one midnight fire drill to convince us to always pack pajamas.” Sales when through the roof.

Ask the right question

When you try to come up with benefits rather than attributes, ask the simple question of “How does this make their life better?” It’s a great way to refocus the mind.

All the best,

Sarah Fletcher

Did you enjoy this post? Sign up for more.

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

The Catalog Blog covers opinions and information on all things catalog. Have something to add? Leave a comment below. Catalog University is devoted to helping you get ahead in the fun and fascinating world of catalogs. If you want even more information about cataloging, including FREE Pub Talks, be sure to also sign up for the Cat-U mailing list. You’ll get a free copy of The Great Catalog Checklist and we’ll never share your name with 3rd parties.