Some people like to talk about the features they offer. Others will talk about the benefits of these features.
If you want to truly sell people on your goods, service or organization you need to first paint the picture for them.
Don’t tell them how something will benefit them, instead, help them see themselves using your goods, services or being part of your organization. If selling a convertible don’t talk about rack and pinion steering, instead help them see themselves driving along the coast with the top down and the wind in their hair and then you can emphasize the safety benefits as well.
If you help them paint a positive image in their mind, the rest will be easy. If they cant picture themselves using what you are selling, you will have a much more difficult time.
Have a great day!