Features aren’t emotional.

Specifications and statistics are not either.

You know what is?

Lifestyle. Family. Improving something meaningful to the audience.

Do you agree with me?

Then why is so much of your marketing focused on features, specifications and statistics?

The first 80 percent of your marketing should be about emotional points.

The last 20 percent can cover features and specification. People will get to it if they care. And if they don’t, you’ve told them how you can improve their lives.

Emotion makes people act. Features and specs make them tune out.