It’s a phrase largely associated with Apple’s product descriptions, and like most things Apple, there’s some very intelligent design and persuasion principles behind it.  What am I talking about?


After all the (brilliant) benefit and emotion-laden messaging around how the latest wonder-product will transform your life, there is this simple phrase / category of information: “What’s In the Box?” And it’s there to ensure customers know exactly what they’re physically buying.


Seems like telling the customer what they’re actually buying would be a no-brainer, but you’d be wrong to assume that.  A lot of companies overlook this in their product descriptions.


The same can be said of PPC Ads.  A lot of ads stress the solution and the benefit so much, they never clearly say WHAT’s for sale. They never tell you what’s in the box.


And answering that question can make a big difference, as this winning ad, penned by BoostCTR writer tjclassic82, demonstrates:



The winning ad increased CTR by 62% — a solid win.  And the principle difference between these these two ads can be broken down to two things:

  1. The winning ad makes better use of keyword repetition.
  2. The winning ad tells the buyer “what’s in the box.”

Now, using keywords in the headline and at least once in the body copy is pretty basic and standard stuff.  It’ll usually make a differnce all by itself.  But the real artistry comes with telling the prospect that they’ll get “Downloads, Tools & Study Guides!”


If you’re proposing to help me study for the exam, you should probably tell me HOW your going to do that in terms of what TOOLS and SUPPORT you’re planning on providing me. In other words, tell me what’s in the box!


So what about YOUR ads?


Are you answering the “What’s in the box” question, or are you leaving prospects in the dark?