People don’t buy products or services, they buy results. Therefore, results are what advertisers and marketers ought to be communicating. For instance,  instead of selling a coffee maker with “an easy-to-use automatic timer,” sell the idea of “waking in the morning to fresh cup of coffee.” Which has more appeal – a set of new tires, or “a safer drive to work or the lake with one less unexpected problem?” It’s precisely the reason we tend to talk to prospects in terms of “taking their business to the next level,” rather than a “marketing plan.”