Do you want your audience to respond to your messages? Of course you do. One tactic that will help immensely is to stress benefits instead of features.
Features, you recall, are the elements or components of your product or service. Benefits, on the other hand, are what the customer will experience by using your product or service. Features are tangible, while benefits are intangible. As a marketer, you should strive to touch on those intangibles; play to your customers’ emotions.
Take a cue from the national advertisers. Some of the themes you’ll see and hear include: