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Advertising benefits, not features

There’s a local jewelry store that advertises heavily on KEXP, the radio station I listen to. In their brief spot, they advertise that customers can design their own engagement ring using “CAD/CAM technology”.

The ad irks me every time I hear it for a couple reasons:

  1. Few people know what CAD/CAM technology really is, even if they’ve heard the term.
  2. There’s no mention of the customer benefit of designing your engagement ring using CAD/CAM technology.

It seems to me that the benefits are probably the ability to work with a designer in realtime to design your ring, to see immediately what it will look like, and probably to take home a picture of your custom ring.

I’ll probably only get married two or three more times in my life, but when I do, I’ll pick a jewelry store that advertises benefits, not features.

P.S. If I were a jewelry store with CAD/CAM technology, I’d create web pages for each custom ring design and let imminent or potential brides post them to Pinterest.