One of the universal principles within design, marketing, sales, and advertising is understanding features and benefits, including the differences between them and how to leverage them to truly connect with consumers.

Consumers don’t understand the effort that goes into developing a new product feature - and they shouldn’t.

Developing a new product feature is only half the battle.

New features need to correlate with benefits that tap into consumers' emotional needs. This is the most effective way to make a sale.

Theodore Levitt said it best: “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole”.

This PDF booklet will provide clear definitions of features and benefits, plus some useful techniques you can use to transform your features into benefits, and why this is such an important addition to your design process.

You’ll also get two PDF worksheets, which you can use to transform your product or service features into benefits, so you can communicate with your audience in a way the resonates with them.