IT'S NOT ABOUT BENEFITS

Summary from the TLDR Marketing newsletter

Most marketing guides will tell you “sell benefits, not features.” It's the reason why “1,000 songs in your pocket” is an iconic slogan for the iPod. However, to make a marketing campaign even better, go a layer deeper and ask yourself why people want this benefit. For an iPod, the answer could be to get through their commute or to motivate them during their workout. Show these experiences in your campaign to help consumers connect to it. Apple's modern-day advertising for AirPods leans into this strategy.