Sometimes it's hard to define what's a feature and what's a benefit. There's nothing wrong with that, so before moving on I want to give you a couple of real quick examples of each. Let's look at the fishing example again. 'This product includes the ultimate fishing handbook'. Feature. 'Guaranteed to increase your catches five fold within a week of use.' Benefit. 'Featuring the top 500 places to fish in the country, including the exact locations of record catches'. Feature. 'Taking you by the hand and increasing your chances hundreds of times of getting you into the record books alongside the all time greats'. Benefit.

It's real important to know how this works, because a plain list of features may sell to people who already know what your product is about and what it does, but if you start to attract people that haven't bought this type of product before, you're losing sales, because the listed features mean nothing to them, until you tell them what it does to impact them in a positive way.