Climbing persuasion’s ladder
The bottom rung: tell me about a feature.
Show me a feature.
Tell me about a benefit.
Show me a benefit.
Tell me about how I’ll feel, enjoying the benefit.
Show me a person enjoying the benefit.
The top rung: Engage my empathy by showing me the evocative, unexpected story of someone like me enjoying the experience of (alternatively, suffering the absence of) the benefit.