We ask too much from consumers if they must connect the dots between the features of our product or service and the way these features will benefit them. If you're selling mattresses, your brand promise is a good night's sleep—not the attributes of the mattress itself.
This is sometimes hard to do because it is easier to see the world from the company's perspective, where we reside, rather than from the customer's perspective.
Pay attention to ads you see today and see how well they convey a benefit to the customer—rather than the product's or service's features. We'd love to hear what you learn.