One of the most common mistakes that would-be marketers make is to focus on extolling the features of their products. "Our fancy light source comes with automatic current compensation!" or "This device is encased in high-grade stainless steel." What's worse, they sometimes focus on technical specs like "This thing uses over a thousand insulated gate bipolar junction transistors!"
That's what happens when people get caught up in what matters to them. Instead, the focus should always be on what matters to the customer. As a rule, they don't care that your light source has automatic current compensation. What matters to them is that the lighting is even and consistent as a result. And instead of talking about how your Great Invention&trade is encased in high-grade steel, why not talk about how it can withstand a ten-story drop and keep on ticking?
As one anonymously written net-article said,
"A classic example? Take the electric drill. Nobody is going to buy one just so they can have an electric drill. They buy one because they want holes. Clean holes, deep holes, accurate holes, fast holes, holes of many sizes, holes in different materials. Most folks don't care what the drill is made from or how the circuitry is toggled - they care that it makes holes. They might also care that the drill is light-weight (but spare them a discussion of the space-age aluminum alloy casing), maneuverable, UL approved, has a super-long cord and comes in its own carrying case. But they only care about those things because they add to performance, convenience or safety - benefits, not features, and they appeal at an emotional level."
Or, as another writer said,
"The point is to address the benefits of the product, not its features. And when you do that, you’re focusing on your reader and his interests, his desires. The trick is to highlight those specific benefits (and word them correctly) that push your reader’s emotional hot buttons."