A feature describes what a product or service is.
A benefit describes what it does.
Customers usually don’t buy it for what it is.
They buy for what it does.
I saw a great example of this on a battery commercial the other day.
Picture A: A man on a plan was shown with headphones on his head, peacefully enjoying his flight.
Picture B: The man was shown in pure misery as he endured screaming children and loud talking, coughing passengers.
A battery with longer staying power was what the product was.
Peace of mind was what the product does.
See the difference?