People don’t buy quarter-inch drills; they buy quarter-inch holes.
—THEODORE LEVITT, ECONOMIST AND FORMER PROFESSOR AT HARVARD BUSINESS SCHOOL
Marketing is most effective when it focuses on the desired End Result, which is usually a distinctive experience or emotion related to a Core Human Drive. The actual function of the purchase is important, but the End Result is what the prospect is most interested in hearing about.
Excerpt From: Kaufman, Josh. “The Personal MBA.” iBooks.