It’s a common sales tactic to focus on benefits rather than features. Features are the product’s attributes (for example, this coffee pot features a heat-resistant, gel handle), whereas benefits are what a customer gets out of using the product (the coffee pot’s soft-grip handle repels heat for easy pouring). Fact-based features don’t sell as well as emotion-driven benefits. Knowing an audience’s wants and desires leads to a more accurate and effective benefit statement. The unique selling point concept takes the benefit statement one step further: Not only should the product result in a specific benefit but it also must be unique (in other words, something the competition does not offer). With our example, a unique selling point might be, “the coffee pot is backed by our no-burn guarantee.” All good sales copy should have these elements in place.