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  • Writer's pictureHearst Pittsburgh

Beyond Features and Benefits: Tips and Tricks for Evolving Your Ad Copy Style

Marketing copywriting style evolves continuously, simultaneously reflecting and reinforcing cultural trends. In mass advertising's early days, from the late 1800s through the mid-1900s, ad copy emphasized the specific features and functions of a product, highlighting its superiority over competing products based on its technical specifications and capabilities.


However, this approach began to fade in the mid-1900s as competition among brands increased and consumers became more discerning. Simply listing a product's features was no longer enough to convince consumers to buy. Instead, brands began to focus on the benefits of their products - how they could make consumers' lives better or solve a particular problem.


This shift towards benefits-focused advertising really took off in the 1950s and 60s, when marketers began to understand the importance of appealing to consumers' emotions and aspirations, rather than simply providing factual information about a product. Advertising became more creative and sophisticated, using a range of techniques to capture consumers' attention and create a strong emotional connection with the brand.


Today, ad copy writing has evolved even further, with brands focusing on building a strong brand story and identity, and using social media and other digital channels to connect with consumers in new and innovative ways. While features and benefits are still important, they are no longer the only motivators driving purchases. Instead, brands seek to create an emotional connection with consumers, building loyalty and trust by telling compelling stories and creating memorable experiences.


Looking to adapt your ad copy to reflect today's trends and inspire lasting connections with your audience? Here are some tips to help you adapt your copywriting style:

  1. Start with your brand story: Begin by identifying your brand's unique story and what makes it stand out. Think about the values, beliefs, and mission that drive your brand.

  2. Make it personal: People connect with stories that are personal and relatable. Use storytelling techniques such as character development, plot, and setting to create a compelling narrative that your audience can relate to.

  3. Show, don't tell: Instead of simply listing the features and benefits of your product, use storytelling to illustrate how it solves a problem or improves the lives of your customers.

  4. Use emotions: Emotions are a powerful tool in storytelling. Use them to create an emotional connection with your audience and inspire them to take action.

  5. Keep it simple: Avoid jargon and complicated language. Use simple, straightforward language that your audience can understand.

  6. Be consistent: Consistency is key when it comes to branding. Make sure your brand story is reflected in all of your marketing materials, from your website to your social media posts.

  7. Practice, practice, practice: Like any skill, storytelling takes practice. Experiment with different techniques and styles to find what works best for your brand.

Remember, the goal of engaging brand storytelling is to create a meaningful connection with your audience. By focusing on your brand story and using storytelling techniques, you can create copy that resonates with your customers and helps build brand loyalty.

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