Distinguishing Features and Benefits

Features and benefits are often misunderstood. They are very different, and each has its own place within the buying funnel.

A feature is a component or function of your products and services. This is often the big list of details found on the outside of a product’s box or included in the PDF description of a product. Features are facts about the product or services. Features are easy to list—just create a bullet point list about the product.

For instance, this book is being written on a Sony Z laptop with these features:

  • 13.1-inch wide screen display
  • 4 GB of memory
  • 128-GB solid-state drive
  • 128-MB hybrid graphics card
  • 9-hour battery life
  • Carbon fiber casing
  • Built-in webcam
  • Less than 4 pounds is good

This ...

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