Customers appreciate getting lots of details on the attractive features your product or service offers. Many will spend days or weeks looking over your materials or web site before they decide to buy. In the end, though, their decision is largely based on emotion. That is why savvy marketers stress the benefits a customer will receive when they buy. They try to get straight to the customer's personal emotions.

“Earn more money!” “Spend more time with family.” “Get the dream car you have always wanted.” “Show the boss how you saved 20% on all future supplies.” Those lines make you feel good about your future and proud of your accomplishments (or future accomplishments you will achieve AFTER you've purchased the product.) The copy tells the customer “You're ok. What you want is ok and you should have what you want.”

Build emotion into your marketing by stressing the problem your product or service solves. A bad problem makes people miserable. Build up the stress the reader feels. Then show your customer how to relieve that stress by purchasing your product.