Duct Tape Marketing had a great post named “The 5 things people really buy“. Here is the list :
1) Make them more money
2) Save them more time
3) Allow them to avoid the frustration of doing stuff they don’t like (like wasting time and money)
4) Help them save or not lose money today and in future
5) Help them feel better about themselves
I think point no1 is similar to point no4 (make more vs save & not lose). I really like number 3 and feel number 5 is good but not clear. Anyway, it’s a good suggestion for me.