Don't Talk About The Thing. Talk About What's Behind It. | Mr. Media Training

But Don Draper didn’t even mention the features of the “Wheel.” Instead, he told a story about a mentor named Teddy, which led him directly to the consumer benefit:

    “This device…takes us to a place where we ache to go again…It’s called ‘The Carousel.’ It lets us travel the way a child travels. Around and around, back home again, to a place where we know we are loved.”

When speaking about your products, causes, and initiatives, forget about the features for a moment. Ask yourself what’s behind those features. Don’t tell me why I should care that your toothbrush has more bristles than other toothbrushes or that your initiative seeks to reduce urban blight. Look for the benefits behind those features instead. If you do, you might just find that you have a winning message.

A big hat tip to Danny Groner, whose article “5 Presentation Skills Learned From Mad Men” inspired this post.







Don't Talk About The Thing. Talk About What's Behind It. | Mr. Media Training