The results of all this testing began to accumulate into an increasingly reliable body of advertising principles and precepts. Creative and astute copywriters enjoyed huge salaries because they mastered the principles of selling through the media. A man named Clyde Bedell made a fortune advising furniture and mattress retailers on how to advertise. He organized the principles of advertising and made them work on a retail level. Bedell advocated focusing upon the selling benefits, not products.
People buy only to get benefits.
No one wants to buy a one inch drill bit. They are buying one inch holes. Many of today's furniture retailers seem to have forgotten that they are NOT selling a recliner to some forgettable customer. They are helping someone acquire a special present for dad that will melt his weary heart and help him forget his problems. Sales persons should not imagine that they are selling a mattress set to some couple they will never see again.