What is Your Product’s Benefit? Forget Features

We still have human beings doing marketing and writing copy because rich data and great targeting can only go so far. Power index = Reach x Engagement. Instagram has about one-third as many users as Facebook, but garners 15x the level of engagement. Based on power index, Instagram is the world’s most powerful platform. But if you don't have your product's BENEFIT vs FEATURES clear and compelling, it won't matter how well your advertising is targeted.

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