This national trade ad is a great example of effective B2B advertising. The trick? Pitch a benefit instead of a feature. Although this water heater isn't as bulky as most traditional models, its physical measurements aren't really what we're selling. We're selling the benefit: a faster, cheaper, safer installation process. If you're retrofitting a building, choosing this product saves time, labor and money because it'll easily fit through a standard doorway. No more lugging big, bulky pieces of equipment through the remnants of walls you've been forced to tear down.