Product essentials: Emotional appeal and powerful words

Great products create emotional attachments. Designers who recognise this and who create that customer bond are likely to have a success on their hands. Those products are easy to market because customers (or users) respond more readily to product benefits than to product features.

Neglecting this key requirement during the product definition phase leaves too much for the marketing team to do, and creates unrealistic expectations that they will somehow pull a rabbit out of a hat.

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