How to turn features into benefits

Quoted on this wiki

Every place a page here uses this source, in the order the words come in it.

1. “Lead with the benefit, substantiate with the feature” I once reviewed an article for a company’s sales force with the headline:

   In Feature-to-benefit translation

2. Stop writing about your programs, products and services and promotions. “Start writing about what people can do with them.” If they might win a trip to Vegas, that’s your headline. That’s your lead.

   In Feature-to-benefit translation