The best campaigns convince the customer that their purchase will make them feel the way that they wanted to feel. Why?
People don’t buy features or benefits. They buy emotions. As marketers, we’re often confronted with the challenge of communicating a list of benefits to the consumer.
Product pages have to talk about the product, after all. They have to describe what is available to buy.
But ultimately, what you say about the product or service has little to do with whether or not someone will buy it. Sure, they might know they want a particular feature, but if you get the emotional stuff wrong, you’ll lose them.
What do you think? Is it easier to sell the emotion or the features/benefits?