Features and benefits don’t sell. The way those features and benefits are communicated does (ever wondered why top sales copy writers make so much money?). An effective marketing message helps customers create a vivid mental picture of the way the product will make them feel. Good marketing appeals to emotions, not just logic.

Photo Credits: anirudhkoul . People lining up to buy the new iPhone.

Last week I was on an international flight and, prior to arrival, the flight attendant announced that she would be going around the plane collecting passengers’ pocket change on behalf of Unicef.

I remembered that I had a few coins in my backpack, but I was tired after more than eight hours on the plane, and in no mood for standing up and fiddling with the overhead compartment to get the coins.

Then, the flight attendant made a second announcement, this time mentioning this: a donation of just one quarter (US$ 0.25) would be enough to vaccinate a small child for one whole year.

What a difference that made! Immediately, I unbuckled my seat belt, opened the overhead compartment, got all the coins I had in my backpack and gave them to the flight attendant. When I came back to my seat, I felt like a million dollars thinking how that insignificant investment in effort, time and money would make such a difference in one child’s life.

While the benefits of making the donation were outlined in both announcements, the second one did it in such a way that made it a no-brainer.

By expressing the cost (a few cents) and the benefits (saving a child’s life) in such a clear and compelling way, passengers were able to create a mental picture of the child being vaccinated and saved from illness, which in turn made them feel great about themselves.

Next time you communicate your features and benefits ask yourself this question: will your customers perceive that your value proposition is an offer they can’t refuse? If so, you’re on the right track.

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