Why do people buy things?

People buy things because 

My brother sent me a business plan to review yesterday.  I'll keep the idea to myself, but overall, I thought it was a marketable product.  But the one thing that the plan lacked, IMHO, was a clear statement about what I'd get out of using the product.  Why would I want to purchase that in the first place?  What value does it have to me?

This a common topic that comes up again and again with many business owners.  Sometimes, I listen to someone speak and at the end think, "Great that your jewelry is made of sterling silver." or "How nice that your you have 20 years experience in your field." But, so what?  What the heck do I care?

So, next time you're