Never mind the features, feel the benefits

“Your intellect may be confused, but your emotions will never lie to you.” – Roger Ebert “You will love this product it has two semiconductors!” Or, “it’s made from 80 per cent cotton!” Or, “It has a quality guarantee of 12 months!” It’s about as inspiring and motivating as putting the garbage out. Yet product features are probably rattled out at least 1.5 billion times per year as the main selling point in the dialogues between sales

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