Page 94 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

smooth cylindrical shape and encased in plastic. As you can imagine
(though maybe you’d rather not), wastewater, sewage in other words,
isn’t just water. There’s a lot of other stuff in there too. Let’s call
it gunk (so we can hold onto our lunch). And this gunk tends to
accumulate on any device you suspend in the well into which the
wastewater gets pumped.
If you’re using alternative sensors, ball floats for example, they get
covered with gunk and you have to laboriously scrape or cut it off,
using a specially fabricated tool. Yuk. Expensive too, in terms of
labor costs.
So, the feature of the Probe is the cleaning blade and smooth outer
case. The advantage is that it requires less cleaning altogether and
when you do need to clean it, it only takes a couple of minutes. And
the benefit is that your workers can spend less time on repetitive and
costly maintenance and more time on the things that really matter.

In practice

• Features are what things are. Advantages are how those features

make your product better than something else. Benefits are the
net result for the customer.

• If you can hear your customer saying, “So what?,” you’re not

talking benefits.

100 GREAT COPYWRITING IDEAS • 85