In simple terms, a feature usually describes what a product or service does. A feature explains why a product or service is valuable to the user.


  • What it is: A tangible characteristic or function of a product or service. Think of it as the “what” or the technical details.
  • Focus: On the product itself, its components, or its technical specifications.


A smartphone with a 6.7-inch OLED display, 5G connectivity, and a long-lasting battery.


  • What it does: The positive outcome or value that a feature provides to the customer. Think of it as the “why” or the emotional impact.
  • Focus: On the user experience, how the feature improves the customer’s life, and the problems it solves.


The 6.7-inch OLED display offers an immersive viewing experience for movies and games, while the 5G connectivity ensures super-fast internet speeds on the go. The long-lasting battery gives you peace of mind, knowing you won’t be scrambling for a charger throughout the day.

Here’s another example of a feature-to-benefit conversion:

Feature: This new smartphone has a 24-megapixel camera.

Benefit: Because it has a 24-megapixel camera, you can capture stunning, high-resolution photos and videos that you’ll cherish for years to come.

Key differences

  • Perspective: Features are product-centric, while benefits are customer-centric.
  • Emphasis: Features focus on technical details, while benefits focus on how those details improve the user’s life.
  • Motivation: Features alone don’t necessarily motivate customers to buy, but benefits that address their needs and desires do.

Tips for converting features into benefits

Start by clearly defining the feature

  • State exactly what the feature is, without any jargon or technical terms.
  • Describe it in a way that’s easy for your target audience to understand.

Explain the “So What?” factor

  • Ask yourself, “Why is this feature important to the customer?”
  • What problem does it solve, or what need does it meet?
  • What value does it provide?

Bridge the gap with “Because”

  • Use the word “because” to make a clear connection between the feature and the benefit.
  • This helps to create a logical flow and makes the benefit more obvious.

Focus on the customer’s experience

  • Paint a picture of how the customer will feel or what they will be able to do as a result of the feature.
  • Use sensory language and relatable scenarios to create an emotional connection.

Emphasise the positive outcomes

  • Highlight the positive results or advantages that the customer will gain from the benefit.
  • Use concrete examples and quantifiable results to make the benefit more tangible.

Bonus tips

  • Consider the target audience: Tailor your benefits to the specific needs and desires of your target customers.
  • Use an active voice: Make your benefits sound more engaging and impactful by using an active voice instead of a passive voice.
  • Keep it concise: Benefits should be clear and easy to understand. Avoid using too much jargon or technical language.
  • Use strong verbs: Use strong verbs to convey the impact of the benefits.
  • Tell stories: Stories are a powerful way to illustrate benefits and create an emotional connection with customers.
David Hodder - Feature To Benefit Statement Convertor