When advertising and selling, what should the focus primarily be on?

Focusing on the benefits when advertising and selling is crucial because customers are primarily interested in how a product or service will improve their lives or solve their problems. Highlighting benefits above features allows potential customers to see the tangible results and positive outcomes they can expect from a product. For example, if a diving course is being marketed, emphasizing how it will enhance a person's skills, provide safety, and increase enjoyment while diving can resonate more with prospective students than simply listing the technical features of the course.

Additionally, understanding customer needs and articulating the benefits clearly can lead to stronger emotional connections, significantly influencing purchasing decisions. Customers often make choices based on personal gain, so showcasing the benefits helps create a compelling narrative that draws them in.

While the product features, customer service, and pricing strategy are also important aspects of the sales process, they are secondary to conveying the ultimate value that the potential customer will receive by choosing the product.