APPEAL TO SELF-INTEREST, MEANING, AND PURPOSE The ultimate consumer doctrine of selfishness is what’s in it for me? The quicker and cleaner your customer learns what’s in it for them, the quicker the sale. Forget features, doodads, and sparkly accoutrements—sell benefits. If you skewed multiple value attributes in the value array, translate those attributes into direct benefits. Tell your potential buyer exactly what you can do for them. Your campaign focus should always drill down into one core benefit. Don’t let your customer draw their own conclusions.
