Benefits is what you really want, though many still go for features. Here you need to understand your audience and cast those features to benefits for them. The difference can be illustrated with this simple example:
[/toggle][toggle title=”Features” open=”yes”]
“You can explain that the latest Blue-Ray player your company has produced has a throughput of 500Mb/s and that it records on 4 layers with the laser and the device uses only 30W.”
Even if the audience is technically familiar with the content, this type of presentation may not necessarily have the same impact as saying what the benefits of these features are.
“The high throughput lets you burn a full disk in less than 5 minutes; that the capacity lets you store an equivalent of 10 DVDs and the low power consumption means you save energy and as a result you can choose a low-power, noise-less power supply.”
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