What do marketers primarily sell to consumers according to insights?

Marketers primarily sell benefits derived from the product because consumers are ultimately motivated by how a product or service will improve their lives or solve their specific problems. Benefits highlight the positive outcomes that consumers can expect, such as increased convenience, enhanced status, or improved performance. This approach allows marketers to connect with their audience on a deeper level, focusing on the real impact that their offering can have.

While features of the product certainly provide important information, they do not convey the practical advantages that the features bring to the consumer. Emotional connections can be significant in branding and can enhance consumer loyalty, but they are usually built upon the benefits that a product provides. Price reductions and discounts may attract consumers temporarily, but they do not represent the core value or the reasons why someone would want to purchase the product in the long run. Ultimately, emphasizing benefits enables marketers to appeal directly to consumer needs and desires, making it the most effective approach in promoting their offerings.