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Steve Jobs could have sold 1GB of Storage for MP3s on the iPod. He instead chose to sell 1000 songs in your pocket. Steve Jobs was ahead of his time. He sold benefits instead of features.
It is the common phrase; "People don't want a quarter-inch drill, they want a quarter inch hole." Seth takes it even further and says, they don't want the hole, they want the feeling of organisation that comes with the shelf hanging on the wall.
Marketing 101: Sell the results. Don't sell your product. Jesus sold life after death (benefit). He didn't sell the acres of heaven, the large rooms in heaven. No, he just said; "imagine life after death..."
