Communicate Value not Features

Value-based versus feature-based text when writing for marketing materials, (or how to sell your product or service more effectively). 

Value is the feeling you get for something based on how much you paid. A poor value is feeling like you got cheated or this was not what you expected, and telling others what a piece of crap it was. A good value is buying something that you believe is a really good deal -- that it is worth more than what you paid for it. A good value uses saving time, saving money or providing piece of mind as a hook.  

The key to convince a prospect to at least consider your product or service is to communicate to them that your product or service is a good value, not that it has more whiz bang features than your competitors. 

Example with a feature-based approach. Engineers and designers would feel real proud of their product if it was written something like this:

"Our new hybrid engine is connected to the transmission via a unique flywheel off-load gearing system, and the large 8 caliber nitrogen filled piston brakes are great for stopping the 19 inch wheels. We have a 24/7 fully staffed service department to expertly repair any problems you might have."

Example revised with a value-based approach, so the prospect is more likely to want more information or a demonstration:

You can significantly lower your monthly costs on gas because the improved efficiency of our new hybrid engine gets up to 45mpg. Our vehicle lowers your overall insurance expenses because the extra large brakes can dramatically shorten your car’s stopping distance. To prevent unexpected break downs and give you peace-of-mind, our car has an automated feature that tells you when to go in for warranty service.

The text above has plenty of room for grammar editing and styling -- I just wanted to quickly get the concept of feature versus value-based writing out there, without a lot of copy noodling.