Buyers get excited when they picture outcomes. A 2024 Journal of Retailing study found that when products are categorized by benefits rather than attributes, people imagine themselves using them more vividly. That mental imagery directly increases perceived value and purchase intent. In I Need That, I call this the Coveted Condition: the customer’s desired future state. It’s the transformation your product enables long after the first use. So don’t lead with “3000 RPM motor.” Lead with “Saves...