The days of tangible features and benefits are long gone.
Pretty much every need and want is more than catered for. (Honestly, have we been down the potato chip aisle at our local supermarket lately?)
We need to deliver emotional benefits because that’s what people want. That’s what motivates people.
We have to carefully think about what emotional benefits our product or service delivers. Then convey those emotional benefits in a way that will evoke the most response.