Showcase your benefis

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In 1844, in London, a new company became a viral sensation.

Wenham Lake Ice Company placed a fresh block of ice in their shop window each day.

No Londoner had seen a block of ice that size before.

The ice wasn't just big. It was clear.

To prove this, Wenham propped the day's newspaper behind the block.

Passers-by could read the newspaper through the ice¹.

Queen Victoria insisted on Wenham ice at Buckingham Palace.

The ice was granted a royal warrant, "a mark of unique status in business."

William Thackeray name-dropped it in a novel.

And this virality was partly due to the marketing.

Don't sell features, showcase benefits

Wenham could have used words to describe the ice;

"Pristine clarity", "crystal-like integrity", and "cleaner than air".

But they knew that seeing is believing.

So, they placed a newspaper behind the ice so passers-by could see for themselves.

It's a valuable marketing lesson: don't share features, showcase benefits.

Apple iPod:

• Feature: “62 GB of memory.”

• Benefit: “1,000 songs in your pocket.”

Tesla Model S:

• Feature: “All-electric powertrain with 370 miles of range.”

• Benefit: “Drive from London to Manchester and back on a single charge.”

Dyson Vacuum Cleaners:

• Feature: “Cyclonic separation with 250 air watts of suction.”

• Benefit: “Never loses suction, so your home stays cleaner for longer.”

Nespresso

• Feature: “19-bar pressure system for perfect espresso extraction.”

• Benefit: “Barista-quality coffee at the touch of a button.”

And my favourite example ...

It would mean a lot if you shared this email with a mate. Here's​ the link

Cheers Phill!

​

P.S. I am presenting at Creator Day, in Poole on Thursday 15th May.

I plan to hike to the seaside. Why don’t you join me?

Use the coupon code TeamNudge to save £25. Read more and book here.

P.P.S. I'm announcing something exciting next week. Take a peek here.