Features Vs. Benefits

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?