It's what I refer to as the Transactional Contradiction.

We're told to promote the Benefits of our product or service because people buy Benefits, not Features.

Benefits surely appeal to our Rational self, right?

And yet we're also told that buying decisions are predominantly Emotional, not Rational.

So what to do?

Once you understand the concept of Emotional Benefits, it all makes sense.

Take a listen to this...

#benefits #features #buyingdecisions