When you make a purchase of a product or service, what is it that has you make that purchase - is it the features or is it the benefit ultimately provided by the product or service?
Whether you know it or not, chances are you made that purchase based on the end result, or the benefit, of the product or service. You want to make sure that your marketing efforts promote your benefits, not just list features.
Check out this quick video of Ed Abel explaining the difference between features and benefits.
