Is ESPN Selling What World Cup Fans Want to Buy?

Copywriting guru Dan O’Day likes to advise his students that in an ad, you’re not selling features, or benefits — you’re selling results.

ESPN‘s new World Cup Soccer ad is a great illustration of the difference.

  • The feature ESPN is selling is World Cup Soccer coverage.
  • The benefit to watching soccer, the ad implies, is sex.

So far, so good — I’m reaching for the remote.

But at the end, you see the result. View the ad, then discuss.


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