Two features can easily make each other stronger.
Select the right two features, which should somehow be related, line them up next to each other, and you can create a strong, new benefit.
This new benefit can help the prospect perceive the product in an entirely new way.
Here’s an example.
Italian design, Swiss technology.
This line of copy is used to market the Panerai Radiomir watch.
The prospect’s perception of this watch shifts simply because of the way these two benefits are woven together.
We all like the idea of Italian design, which most of us think is superior to stodgy Swiss design.
And we all like the idea of Swiss technology, which most of us think is superior to temperamental Italian technology.
Panerai’s copy makes us think that a Swiss watch without Italian design isn’t as desirable.
Our outlook on what makes a good watch changes, just because of the way these two benefits have been stitched together.
The Panerai Radiomir 3-Days GMT Rose Gold retails for $24,200.