The difference between features and benefits often parallel that of the difference between a technician (the doers) and entrepreneur (the innovators).    How many times have you come across a little known item that is clearly 500 times better on paper than its uber successful counterpart?  To better illustrate what I am talking about, lets look at an example:

 Cookbooks - Cook Book A has 1000 recipes for $10, while Cook Book B has 50 recipes for $30. 

Clearly, Cook Book A is dominating the bookshelves across the nation, right?  Wrong!  Take a look at how each markets itself:

Cook Book A:
- 1000 Recipes
- Full Color Pictures
- Exhaustive table of contents
- stainless steel cook book stand

To summarize, Cook Book A advertises Features:  that it has tons of recipes, nice pictures, a huge table of contents and a free holder.

Cook Book B:
- Prepare any style of food for your family
- Pictures for easy to understand instruction
- Most dishes prepare in less than 10 minutes!
- Hands-free holder to follow along anywhere in the kitchen

Do you see how Cook Book B was marketed differently?  They went for benefits, not features!  Their prospects - and yours - will not think of how features will benefit them.  They want to know immediately what the benefits are!

Have you ever gone shopping for a washing machine?  The odds are, that you would be much more receptive to purchasing a washing machine that advertises a benefit - that it can wash 40 pairs of jeans at one time, as opposed to a feature - that it has 20 cubic feet of space. 

 Let this be a reminder to you: choose your words wisely in your marketing and advertising efforts.  Both online and offline, for they may be the determining factor of whether your prospect purchases from you, or from your competitor!

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