It is about communicating features and benefits but not in bullet form. Apple does this very well. The early ipod silhouette ads communicated tons of stuff wi

It is about communicating features and benefits but not in bullet form. Apple does this very well. The early ipod silhouette ads communicated tons of stuff with a a silhouette dancing to music while using an ipod. I could make a list of the features that were communicated in thirty seconds but I suspect almost anyone who saw the ads could. I think that the key here is to communicate the RIGHT features and benefits. That's why I am so down on the Surface ad I saw. I truly thought it was moronic. What the hell were they communicating? I asked my non-tech (Doctor) wife if she wanted one and the answer was: "it's just an iPad with that stand thing". Which makes my case. All MS managed to communicate to my wife was that they have an iPad with a built-in stand "thing" that she couldn't care less about.