Not everyone understands this concept, so it is probably the reason why people forget to apply it to their copy or marketing material. Customers don’t want to buy or own a product, they just want to use the product to accomplish their task or achieve the result. For example, people don’t want to buy web hosting, they just want their websites online for visitors to access. People don’t want to buy a bulk, they just want to be able to work or read at night.

That is why benefits sell and features don’t. The benefit is the first part and the feature is the second part. So, if we focus the marketing message on a task or problem solution instead of focusing on the product, the message will resonate very strongly in the customer's head, and that is what will trigger the sale.