I do a little cycling.
This morning on Probikekit I saw a jersey for sale with this copy.
It is, without doubt, one of the best bits of copy I’ve ever read:
“The result is a jersey that weighs only 70 grams! That’s less than half the weight of a typical jersey when dry.
And less than a third when wet (only 140 grams compared to 400.)
In champion terms, this amounts to a full minute in a Tour de France mountain stage.”
Features & Benefits
- See how they stated the feature – weighs only 70 grams!
- And then gave a comparison for that feature to make it relevant – only 140 grams compared to 400.
- And then the bit that makes it brilliant - In champion terms, this amounts to a full minute in a Tour de France mountain stage.
That’s the benefit.
But it’s a benefit expressed in the way that a hack cyclist like me can relate to and dream about.
Taking off a full minute in a mountain stage of the Tour de France. Yep, I need that jersey!
Brilliant stuff.
Brendon
Cheers,
