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 you 10 hours a week.”

Or even better: “Get back your Saturdays.”

For product makers, that’s a positioning superpower.

Lead with the transformation, not the tech.

Show the scenario, not the stat.

Make the benefit visible … through design, feedback, and experience.

Because specs describe.

Benefits sell.

It’s the difference between “300 lumens” and “light your campsite in one tap.”

Same product. WAY higher perceived value.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.