What is the major reason a customer makes a purchase that most advertising misses?
Ask that questions of any sales, advertising, PR, Promotion and marketing person you know. You'll hear price, convenience, timing, need and more, but the answer is almost always perceived or real benefit to be received. Will it make us healthier, sexier, stronger, faster, look better and so on?
The failure in most marketing communication is a focus on features not the benefit. This should be as obvious as the nose on your face. It is commonsense. It is too rarely used.
Don't forget the benefits!