Product Benefit Exercise

In the event you’re not working off a brief (i.e., you’re a student, you’re doing pro bono work, or you’re trying to beef up your book on your own), here’s an exercise worth trying.

Take whatever it is you’re working on, and brainstorm 20 product benefits. Say you’re working on Legos. Here are 20…

  1. Fun
  2. Make you smart
  3. imaginative
  4. indestructable
  5. timeless
  6. appeal to all ages
  7. no language barrier
  8. teach kids about connections
  9. you can lose track of time
  10. they keep your kids quiet
  11. interactive
  12. so much better than watching TV or playing video games
  13. MIT has a Lego Lab
  14. colorful
  15. They’re a step-up from Duplo
  16. Variety of sets (space/medieval/town/Star Wars)
  17. Not hard to find
  18. Play that doesn’t make you dirty
  19. Always enough to share
  20. You can build with as much or as little as you like.

Once you have your list of 20 product benefits, start doing ads for each area. For this, do some ads about how Legos appeal to all ages. See how far you can go with that. Then do some ads about how you can add to the sets. Or how, unlike other toys, they’re still fun when you lose a couple pieces. Obviously, some benefits will be better than others. I’m not sure how many people ever bought Legos because they’re “colorful.” Still, do three ads per benefit, and suddenly you’ve got 60 ideas. Keep doing ads off every benefit until you realize which area is the most fertile. Then go do more ads in that direction.

You may not always have a brief. But you should always be working off a strategy. This is just one simple way of finding out what that might be.

By the way, don’t do ads for Legos. Too studenty.
(Much love to Coz Cotzias who showed me how to do this a decade ago.)

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