The key to marketing is tapping into that emotional trigger. It's knowing your prospect and how they think. You don't just take a product or service and list  features.You’re making the target do too much work to find out what's in it for him/her. And I have a news flash for you. The target will click away because you have not done your job. So you have to lay it out for them. Put in in a neon sign with that emotional benefit in flashing lights. Not literally, of course. And a nice choreographed approach will do wonders.

Let's assume you sell protein powder. We're going to take the so what approach to drilling down to the emotional trigger that will inspire prospects to walk through broken glass to get what you're selling.

Your protein powder offers what benefits?

It has lots of protein, vitamins and minerals.

So what?

It builds big muscle and fast.

So what?

A nice muscular physique attracts the attention of hot babes.

So what?

When you have the bod, the babes “reward” you in the way you like to be rewarded. And often.

There, emotional trigger.

So take your features and benefits and make sure you phrase it so that your target knows how this benefit or feature BENEFITS him/her. This is why you need to know and define your target market. So you know when you discover that emotional trigger.