I read the following on Valleywag (awesome site, btw):

“It’s a lesson from Marketing 101, but one that most of Silicon Valley has yet to learn: Tout benefits, not features. The iPhone has visual voicemail (that’s a feature) so that you can listen to just the messages you want (that’s a benefit). This new set of ads is all about benefits. They show real people using their phones and loving them.”

It’s a brilliant point made by Jordan Golson.

When blogging on Auctomatic, it’s really easy for me to slip into feature-itis and write about the latest features we’re building without clearly explaining the benefits.

But if you’re dealing with mainstream consumers, then it’s benefits you should communicate, not features! The MPire guys gave us this great advice a while back too with respect to eBay sellers.