Often when we talk about our businesses, we tend to describe its features. It’s often the first thing that comes to mind: our brand new equipment, our capacity to fill large orders, how many people are employed.
The tipping point for converting viewers into customers is really the benefits. What problem are you solving for them? How is having this product going to improve the quality of their lives? Will it make them more confident, feel more attractive, wake up in a better mood?
The photo here is one I directed for a telecommunications catalog. Instead of focusing on the actual phone equipment, the benefit of a father and daughter enjoying some uninterrupted time together is highlighted. Much more engaging!