Sell a feeling not features

I think we’re all largely agreed that bullet points aren’t even that great an idea when used in keynote or Powerpoint slides. [If you don't agree with that, watch this video by Garr Reynolds and read the rest of the advice on the post too]

Here’s a (blurry, sorry, taken with iPhone) shot of a billboard for a Toshiba notebook.

OK, I’m a Mac fan and have been since buying my first Mac in 1994 so I’m biassed. I usually look at PC adverts critically anyway but this one struck me as singularly awful. We’ve got a product shot, with the computer upside down, because the headline is ‘Enjoy the Brilliant HD Resolution Whenever and Wherever’. For the curious, that’s 720p. hardly anything to right home about, if you own a Mac.

So we have a so-so headline, a quirky product shot, and the ‘creative’ didn’t stop there, they figured we needed some bullet points. Some aren’t even features, none of them make you think ‘wow imagine what that could do for me’.

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