Your customers think they care about features, but they don’t.

They care about the benefit of what they’re getting.

What’s in it for them?

For example…

Feature: 24-hour customer service

Benefit: Get help anytime you need it

Feature: 500 GB of storage

Benefit: You won’t worry about running out of space

Feature: Lightweight design

Benefit: It’s easy to carry around

The benefits outweigh the features that provide them, every time.