In the game, Link bought a sword from a weapons salesperson (aka “the old man in the cave”).
The sword shot energy beams.
But Link didn’t buy the sword to shoot energy beams.
He bought the sword to handle stronger enemies so he could rescue Princess Zelda in hours instead of days.
Link bought a superpower, not a sword.
Prospects don’t want to be sword experts.
They want to rescue “princesses” (superpower).
Prospects don’t want to be camera experts (sword).
They want to take pro-quality pics so friends and family can experience the joys and sights of their travels with them (superpower).
Prospects don’t want braces (sword).
They want the confidence that comes from having the perfect smile (superpower).
Prospects don’t buy a bike (sword).
They buy but the wind in their face (superpower).
What can people now do because of your product that they can’t do without it?
People don’t care what your product does. They care what your product can do for them. Those two things sound similar, but they are two completely different approaches.
Prospects buy superpowers, not swords.
When you use sword language, prospects ignore you.
When you use superpower language, they’re more likely to respond.