Marketing should communicate outcomes before features.

Creative focuses excessively on specs, features, or technical details rather than tangible value or benefits.

Customers don't buy features — they buy results. Leading with specs and capabilities instead of the outcome the buyer actually wants is one of the most common conversion killers.

Hopkins didn't sell Pepsodent as a plaque remover: "I resolved to advertise this toothpaste as a creator of beauty." (My Life in Advertising, as quoted in Duhigg's The Power of Habit.) Jobs built the first Apple Store on the same idea: "people don't just want to buy personal computers anymore. They want to know what they can do with them." (2001) Ref note: Ogilvy wanted facts, lots of them. That doesn't contradict this rule: facts should prove the outcome, not replace it.