Hi guys,
Just got a new brief from a company intrested in advertising a digital music system for homes. its a very urbane and high end product.
i broke down the benefits in simple form.

Ø Millions of songs in every room. The system store’s millions of digital music. Which you can access from any room in the house.
Ø Same player, different sound, same time. The system allows you listen to different kinds of music simultaneously. I.e. dad’s listening to a 1950’s track. JNR’s rocking 50’s new track in his room, and Moms in the kitchen listening to gospel, all at the same time.
Ø It’s like an Ipod in every room. The system comes with a wireless full color LCD screen controller that allows you connect wirelessly to millions of songs from the central unit. Play your music however, wherever, whenever.
Ø Listen to your fav radio stations worldwide. The system gives you internet radio. Which means you can connect online to your favorite radio stations.
Ø If u like, connect to your existing sound systems from every room. Ipods, home theaters, existing sound systems, connect them to(brand) and you can connect to them from every room in the house.

For a visual, i'm thinking - a skeletal view of a home. dad's dressed like elvis, son's dressed like a rapper, daughter is dressed a rock star.
with a tag line: " same music player, diffrent music, same time".

ok guys any ideas?

there's also a debate in-house about the best medium to use. some think since it is musical we should stick to radio and TV.
what do you guys think. your ideas and comments are most welcome.
thanks.

I approach these projects by getting to the selling story and Unique Selling Proposition. And you are not there yet.

Rent the DVD for Risky Business, or watch episodic television. There are lots of problems which center around the stereo, parent and kids, and sanity. Drew Kaplan figured this out more than a decade ago...

Wireless Marriage Saver
Now you can watch late-night TV while your spouse sleeps. Now you can work in peace while your spouse watches/listens to Talk Shows. And now you can listen to your stereo system and your computer completely cord-free!

It's a problem. I like to watch late-night movies in bed. But, my wife usually wants to go to sleep long before the movie is over.
For years, I kept the volume down low and struggled to hear the dialogue. I missed more than I heard.
And, my wife still complained. Plus I also like to flip channels. And, that just drives her crazy.
But she drives me crazy too. I hate listening to talk shows. And, we have a home office with 11 computers in it where I write/create the website and write these reviews.
--------------------------

What's the feature list here? Notice there's no talk of millions of movies, "it's like a Walkman for your TV" or any of that.

Start with the problem. Saying it's like having an iPod is a crutch, designed to prop up weak appeal. What is going to to make customers choose your product, out of every other option they had ...including just buying an extra iPod or simply doing nothing?

You haven't answered the question, because you are still locked onto product features and not what benefits produce in the life of the purchaser. As long as you are talking about product, you're talking about features. As a copywriter your subject is human nature -- not products.

double-post removed.

Thanks.
i'll work on your tips. basically you're saying dont sell features, tell the customers whats in it for them.
gratefull.