A Word is Worth a Thousand Pictures

The real task, however, is to focus on features that move the customer to think about benefits to using the product, e.g., what the product does for her. For example, is the sweater machine-washable? Are the ingredients all-natural? Is the enameled sauté pot non-stick?

The features set the tone for the benefits. The sweater is easy to care for because it’s machine-washable; the natural ingredients in the moisturizer leave skin feeling supple; and the polypropylene handle makes the pot easier to hold.