When was the last time you bought a car? Did you really need one? Chances are, your old car was still running just fine. The truth is, Americans often buy not out of necessity, but because they want to enjoy the experience that comes with a new purchase.

We love how buying something new makes us feel. Sure, we justify our spending by claiming it was essential, but deep down, we often could’ve managed without it.

What does this mean for your advertising strategy?

1. State the Benefits of Your Product or Service

Focus on how your customer’s life will improve by making the purchase. Will your product help increase their business profits by 50%? Say that—loud and clear—at the top of your web page or sales letter.

Don’t get too caught up in features or credentials. Honestly, customers care more about what’s in it for them. They’re looking for value and transformation, not a tech sheet.

2. Paint Word Pictures That Let Them Feel the Benefits

“Wake up tomorrow, with no boss! You can spend the day with your family or on the golf course… there’s nobody to tell you what to do.”

If you’re a multi-level marketer, help your audience feel the freedom and flexibility success can bring. Tap into their desires with vivid imagery, and make them imagine their life post-purchase.

3. Inspire Immediate Action

Let’s face it—people procrastinate. And the longer they wait, the less likely they are to buy. Don’t make it easy to walk away.

Create urgency. Set a deadline. Offer a discount for quick action. Fear of missing out (FOMO) is a powerful motivator. Sometimes, all it takes to close a sale is a little time pressure.

Final Thought

Take a fresh look at your advertising materials. Are you showcasing the emotional and practical benefits your customers will experience? If not, it’s time to refocus. Remember, your audience isn’t buying features—they’re buying outcomes.