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Make Your Benefit Crystal Clear
By: Cindy Wendland
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It is all about comfort at our house. The kids love the duvet because they say it is like sleeping in a cloud. They like the softest blankets and the cushiest beds where they feel cuddly and cozy. Perhaps that’s why the Skechers commercial caught our attention with their comparative wording. “Like yoga pants for your feet.” “Cradles your feet like a pillow.” These are Skechers' marketing phrases for their Stretch Fit shoes. They sound very comfortable.

When we grew up, everyone wore jeans. These days, some of the girls in school don’t even own a pair of jeans. What do they wear? They wear yoga pants because they are so comfortable. They have become the benchmark of comfort. If you want to explain that something is comfortable, the best comparison is to that of yoga pants. We understood immediately and want to try on the shoes.

The other comparison Skechers makes with their stretch fit shoes is to that of a pillow. No matter the age of the audience, people understand that a pillow equates to comfort and coziness. The yoga pant comparison is best understood by younger generations, but the pillow comparison is understood by all and reinforces the first comparison. 

Skechers made the benefits of their Stretch Fit shoes crystal clear. We know that they are as comfortable as yoga pants and a pillow. Whatever your product or brand, comparative wording can explain your benefits in a powerful way.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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