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Features or benefits?

Three ways to think about features & benefits:

  1. The phrase “which means”… Translate features into benefits. “An adjustable seat, which means, a more comfortable ride.”

  2. Lead with benefits if you are solving a new problem they didn’t know they had. “An app that does your laundry.” Also called a value proposition.

  3. Lead with features if you are competing with others solving the same problem as you, and your features will help you differentiate. Also called a unique selling position.

These are not mutually exclusive, but there are relationships between features and benefits you need to understand.

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