Back in 1982, a military employee, Airman Jones, was assigned to an induction center where he was to advise new recruits about their government benefits, especially their GI insurance.
It wasn’t long before the officer on duty, Captain Smith, noticed that Airman Jones had almost a 100% record for insurance sales – something which he had never before seen.
Rather than ask about this, the Captain stood in the back of the room and listened to Jones’s sales pitch.
Jones explained the basics of the GI Insurance to the new recruits, and then said:”If you have GI Insurance and go into battle and are killed, the government has to pay $200,000 to your beneficiaries. If you don’t have GI insurance, and you go into battle and get killed, the government has to pay only a maximum of $6000. ”
“Now,” he concluded,” which bunch do you think they are going to send into battle first?”
No matter what you’re advertising, sell the benefit, not the feature. You don’t sell the best toothpaste or the fastest car. You sell pretty smiles and weekend escapes.