Nowadays, companies have learnt to sell benefits as opposed to features. The automaker industry being the exception.
The idea emerged back in the days when Nestle launched instant coffee. They were originally advertising the fact that it takes less time to make coffee when using instant coffee, which did not work.
From then on they re-thought their strategy and decided to focus on the benefits, not the features. They then advertised it this way:
"instant coffee gives you more time to _______."
At the time, women where the primary buyers in a household and they were sold and finding more time to iron, cook or care for their husband.
It's out of date, I know. Yet it teaches us a valuable lesson that marketing today is not selling a product but rather a solution to a problem.
1 hour ago