Capitalism.com

You have a great product, produced using state-of-the-art technology. But if you don’t talk about how the product will help your audience (its benefits), and only talk to them about its technical specifications (its features), you are losing lots of potential customers. Through his Swanwick Sleep company, James Swanwick sells blue-light-blocking glasses. They have a number of interesting technical features, but features aren’t enough to get people to make a purchase. That’s why the company’s website (swanwicksleep.com) says the product will make you "sleep better", “feel energized”, and “look cool” in large font. The benefits, not the features, are front and center. And they’re so prominent because an interested customer is always asking, "what does this product do for me?" If you don’t talk about the product’s benefits, you’re not answering their question! James makes a clear distinction between features and benefits. A feature is a factual statement about a product or service. Examples include a self-cleani