Selling benefits will bring you more success than selling features. In sports marketing, there is no one better at this than the martial arts community. Many sports pride themselves on building self-discipline, respect and toughness. No one sells this better than the martial arts community. There are something tens of thousands of martial arts studios across the country. They are in strip malls in virtually every town in America. They are there because they make money. If your organization is not a business (college or high school team, non-profit) you are still selling something because you want money, attendance, participants or other such needs. Sell your benefits to get them in the door. Then the features become more important. Not the other way around.
Jim Harshaw, of Riot Sports Marketing, addresses this in this one-minute video interview.