Customers don’t care what a product does, or how it does it – they just want it to make their lives easier. A few weeks ago my girlfriend uttered a phrase that has become an instant favourite of mine:
“A feature is a fact and a benefit is why the customer gives a shit.”
Typically applicable to marketing documentation, this revelation has caused me to completely re-evaluate much of my customer-facing blurbs, rewriting passages where I seem to be offering benefits that are actually features, which no one would give a shit about if I didn’t strive to express myself better.
I don’t think much more discussion is required. Easily interpreted and universally applicable, the phrase stands by itself.