Explanation: People make purchases because of a product's benefits more than about its features or advantages. People are interested in what the product will do for them. Emphasizing benefits appeals to the customer's personal motives by answering the question, "What's in it for me?", i.e. it answers the question of how the product fulfills the buyer's needs and motives. These benefits can be both practical, such as an investment, and psychological, such as an image of success.
To illustrate the idea of buying benefits instead of only features or advantages, consider four items:
(1) a diamond ring,
(2) a camera,
(3) STP motor oil, and
(4) movie tickets.
Do people buy these products or services for their features or advantages? No; people buy the product's benefits such as these:
(1) A diamond ring—image of success, investment, or to please a loved one.
(2) A camera—memories of places, friends, and family.
(3) STP motor oil—engine protection, car investment, or peace of mind.
(4) Movie tickets—entertainment, escape from reality, or relaxation