There are quite a few parts to the process of writing compelling sales copy. So often, I see webpages with a little picture of some product and a list of features. State up front that with this product, the customer will gain this and this and this. Or that he will learn this and this and this. Or that he will save this much money on his next house renovation bill, or whatever it is that you are offering.
Most people are actually very results oriented when it comes to buying.
Of course, it does depend on what you are selling. IF you are selling T-shirts, which is a fairly standard commodity item, then the issue isn't really benefits so much as the visual appeal of the item. In that instance, it will be pictures and the right price point that will be most important. However, even for some so-called commodity items, there is still room for setting your products apart from those of your competitors based on benefits to the buyer. Take shoes for instance.