I'd like to share something I learnt in copywriting class - Benefit of the Benefit. 

In advertising, the goal of every Brand is to get the audience to believe what you sell and the best way to go about it is telling the truth (features) and the benefits of using your product.

But you don't stop at that. A great ad should stand and bring top of mind awareness, that is hard to forget. 

A way to do this is showing the benefit of the benefit. 

Using detergent as an example, we know the benefit is that it makes your clothes clean and sparkly white. The benefit of this benefit is that you have the confidence to meet anyone even King Charles. 

You've gone on to sell confidence along with your product. 

How about a solar inverter ad? You don't stop at saying it is a reliable source of power and provides relief from power failure. 

The benefit of this is that your children are able to always watch their favourite spelling bee competition, improve their vocabulary and then outshine their mates in school.

You get the drift?

Using one more example- Hilda Baci, the current Guinness World record holder for the longest cooking hours by an individual. 

We saw how Nigerians rooted for her online and under the sun and rain. Africa was buzzing with excitement and important personalities came from far and near to support her.

Hilda has established her self as a trailblazer. 

Brands that sponsored Hilda like GB Foods for instance, have automatically become trailblazers too and will be for a long time.

Beyond the features of cooking delicious and mouthwatering dishes with GB Foods, the brand has become one that helps make dreams come true. You now have the ability to break records, be famous and be a celebrity and source of inspiration for many. These are the benefit of the benefits. 

A great marketing campaign, don’t you agree? 

And that is how it's done. Features only tell but benefits of the benefits sell. 

Does it make sense?

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©️ Ibironke Aduloju.