“Features and benefits” were once the most loudly shouted secrets of customer acquisition in Business to Consumer advertising (B2C). I even wrote a chapter in my first book – The Wizard of Ads – on the use of “which means” as a word-bridge between:

1. naming a feature of your product and

2. naming the benefit it delivers to your customer.

But that was 27 years ago.

When “features and benefits” became predictable in B2C advertising, they quickly tumbled into the gutters of “Ad-speak” and lost all of their effectiveness.

Naming features and benefits is still the right thing to do in Business to Business advertising (B2B) and in Direct Response ads. In those environments, your customers already know they are in the cross hairs of a sales pitch. So name a feature, followed by “which means,” and then tell them about the benefit they will experience.

Here’s how that Direct Response ad might sound:

“TwinkleWhite toothpaste contains Polychromaticite® which means your teeth will be whiter, your breath will be fresher, and everyone will be attracted to you. TwinkleWhite toothpaste is the choice of 93% of billionaires and 97% of supermodels worldwide, which means Polychromaticite® is an essential ingredient in the creation of personal wealth and beauty. This miracle toothpaste isn’t sold in stores, which means you will save 65 percent when your order TwinkleWhite directly from the laboratory at TwinkleWhite.com”

Direct Response advertising is a unique monster who lives and dies by its own special rules.

1. It is judged by its ability to generate an immediate result.

2. It offers no continuing benefit to the advertiser.

Direct Response is the preferred method of advertising for people who are selling a stand-alone product, tickets to an event, or a quick solution for a short-term problem, such as roof repair after a hurricane. None of these people is building a brand.

Although ads for B2C sales activation can sound similar to B2B ads and Direct Response ads like the one above, different rules apply.I will now whisper to you the quiet secrets of B2C sales activation in 2025.

1. Every Powerful Message Comes at a Cost. Vulnerability is the currency that buys trust in today’s over-communicated world. Financial vulnerability, emotional vulnerability, and relational vulnerability demonstrate your sincerity.
2. When you don’t have cash, spend time instead. Brad Casebier owned a tiny plumbing company in a town that doesn’t have enough water. So he calculated how much water a running toilet wastes every day, then advertised that he would install a new toilet flapper for free in every home that had a running toilet. No strings attached. Brad became a superstar and his company became huge. Interestingly, the average person who needed a new toilet flapper spent about $800 on other things they needed done.
3. These diamond earrings whisper, “I love you.” Customer interest skyrockets when inanimate objects have thoughts, feelings, or the ability to speak.
4. Promote your slowest day of the week. I rarely visit my favorite restaurant on Mondays because it is always too crowded. Their offer of “Buy a Burger and Get One Free” packs the house with people who buy lots of appetizers, side dishes, desserts, and drinks from the bar because they saved a couple of bucks on a burger. The offer is for dine-in only.
5. Don’t think like a business owner. Think like the customer. Do not try to unload your buying mistakes through sales activation. Your company will be judged as out-of-touch and unfashionable.
6. In-house financing at 0% interest is a friendly offer. It makes things buyable that would otherwise be out-of-reach.
7. Powerful offers work, even when they don’t.

The 40% of sales activation ads in your customer bonding campaign will accelerate the impact of the remaining 60%.

Sales activation sends a signal that says, “This company is on the move. They’re putting a lot of energy into everything they do.”

Some people lump sales activation ads and direct response ads into a common basket called “performance marketing.” My partner Johnny Molson recently highlighted an important point in a new 100-page research paper called The Multiplier Effect that says, “The payback of performance advertising is only as strong as the equity of the brand.” In other words, a stronger brand means you can have a better sale. And stronger brands are the result of customer bonding.

The objective of your B2C customer bonding campaign is to make customers like you, trust you, and immediately think of you when they need what you sell.

Nourish the seeds of relationship that you plant in the hearts of your customers with the water and sunlight of delightful sales activation.

Customer bonding operates on the timeless principles of seedtime and harvest.

This is why you can trust it.

Roy H. Williams

Andrew Matthews and his wife, Julie, have sold more than 8 million copies of their inspirational books about happiness and resilience. His first visit with us was one of 2024’s most popular episodes of Monday Morning Radio. In this, his second appearance, Andrew talks about the persistence, relationship-building and adaptability that are required to achieve success. It’s as easy as 1, 2, 3. Persistence, Relationship-building, and Adaptability. We’ll get started as soon as you arrive at MondayMorningRadio.com