What are features? They are descriptions of what qualities a product possesses. � The XYZ car delivers 55 miles per gallon in the city. � Our ladder�s frame is made from a lightweight durable steel alloy. � Our glue is protected by a patent. And what are benefits? They are what those features mean to your prospects. � You�ll save money on gas and cut down on environmental pollutants when you use our energy saving high-performance hybrid car. Plus, you�ll feel the extra oomph when you�re passing cars, courtesy of the efficient electric motor, which they don�t have! � Lightweight durable steel-alloy frame means you�ll be able to take it with you with ease, and use it in places most other ladders can�t go, while still supporting up to 800 pounds. No more backaches lugging around that heavy ladder. And it�ll last for 150 years, so you�ll never need to buy another ladder again! � Patent-protected glue ensures you can use it on wood, plastic, metal, ceramic, glass, and tile�without messy cleanup and without ever having to re-glue it again�guaranteed! If you were selling an expensive watch, you wouldn�t tell your reader that the face is 2 inches in diameter and the band is made of leather. You show him how the extra-large face will tell him the time at a glance. No sir! He won�t have to squint and look foolish to everyone around him trying to read this magnificent timepiece. And how about the way he�ll project success and charisma when he wears the beautiful gold watch with its handcrafted custom leather band? How his lover will find him irresistible when he�s all dressed up to go out, wearing the watch. Or how the watch�s status and beauty will attract the ladies. The point is to address the benefits of the product, not its features. And when you do that, you�re focusing on your reader and his interests, his desires. The trick is to highlight those specific benefits (and word them correctly) that push your reader�s emotional hot buttons.
