People are emotional beings. Which means your customers are emotional beings (unless you are selling to actual robots). As much as we like to think people make buying decisions based on rationale facts determined by the features you provide them, it's just not the case. I didn't buy a BMW because it had a 240 hp, inline 6 that gets 22 mpgs in the city. I bought it because of how it makes me feel when I drive it, when I think about myself as a BMW owner.
Anyone that has sat through a marketing class knows this. That's why the professor spent seemingly too long talking about features and benefits. But it's important to remember that it will always be the benefits that sell the product. It's not that my product spins faster because of cool technology. It's that you can make a better diagnosis because of the faster spin (and you can be an owner of cool technology).
Remember, when talking to customers, always think about it backwards. What is the need that could benefit from your feature. Not the other way around.
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