Lead with the benefits, substantiate with the features
Polish features vs. benefits
No ‘Pat yourself on the back for choosing us’
Something’s wrong here … How can you tell real benefits from fake ones?
More on features vs. benefits
What writers & others say
“Reading about features is like reading the ingredients on the side of a cereal box.” — Thomas E. Szostak, manager, Toshiba America Medical Systems
Get more tips on benefits copy on Rev Up Readership.