It`s a well established fact that customers buy solutions to their problems or what they perceive will add value to their lives. The marketer must therefore go beyond the usual feature listing for their product or service to show what will be the final consequences to the customer.

For example, knowing that buyers would rather not suffer loss than gain more you must show what will happen if the customer refuses to buy your product. It`s all about consequences.

Now here is the point at which most businesses fail in their marketing efforts. Let`s say that you are trying to sell a garden tool. This tool will cut a hedge fence much faster and easier than any other tool on the market. Along with listing all the new features of this tool and how effectivve it is at cutting hedges, the smart marketer must take this to the logical conclusion.

I mean, what is the customer really buying? It`s not the garden tool at all. It`s not well manicured fences either. If there were no neighbors to admire that fence your customer wouldn`t care less about your garden tool innovation. Your customer is really buying admiration from others.

Knowing this then you must promise what they are really buying. You must make every effort to show how your new garden tool will cause your customer to be the "envy of the neighborhood" because of the immaculate hedge fences.

The same applies to aany product that claims to make the prospect more money. Nobody is interested in money. People want what money can bring-power, security, influence and the things money buy. So the marketer should show the consequences of the increased income by showcasing the lifestyle that the money brings. Such as vacations, luxury cars, dream home, relief from the calls of debt collectors.