Promise a benefit. Stone revealed more details of typical benefits, emotional and rational, which may appeal to the self-interest of readers. He outlined two kinds of benefits. First, the obvious type...

Promise a benefit. Stone revealed more details of typical benefits, emotional and rational, which may appeal to the self-interest of readers. He outlined two kinds of benefits. First, the obvious type related to the product; for example, Stephen Hawking’s book, A Brief History of Time, is a quick way to satisfy one’s curiosity about how the universe is formed. Second, we should consider a deeper benefit, related to possible emotional reasons for purchase; for example, Hawking’s book will enable the buyer to sound well educated in front of their friends.