The bottom rung: tell me about a feature.
Show me a feature.
Tell me about a benefit.
Show me a benefit.
Tell me about how I’ll feel, enjoying the benefit.
Show me a person enjoying the benefit.
The top rung: Engage my empathy by showing me the evocative, unexpected story of someone like me enjoying the experience of (alternatively, suffering the absence of) the benefit.
As a student in advertising, I prefer somewhere in the middle. But research shows people prefer the connecting with the emotions around a feature than the feature itself, so what do I know?
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