The classic call is “sell the benefits, not the features”.
This gadget uses the A234 protocol to communicate with your heating system from a range of 75 yards, and includes an Electricity Rate Monitoring controller.
This gadget lets you control your entire heating system from the palm of your hand, even when out in the garden, and alerts you when your electricity bill gets too high.
The second is obviously better for most people. There are people interested in the protocol used, but they are few and far between.
Selling the benefits immediately makes what you are selling more attractive to prospective buyers, because you’re putting things into terms that matter to them.
So, given a choice between features and benefits, go for benefits every time.
But that’s not the best way to sell your product or service.
Take action: Go through your sales copy – where are you relying on features to sell? Can you switch it to something better?