Everyone says that you should sell the benefits of your service, not the features. But what does that even mean?

Here is the best example I can think of.When Apple released the iPod, they could have run ads that talked about how the device had 5 GB hard drive, a high output amplifier (60-mW), a FireWire port, blah blah blah.

That would be discussing the features.

But instead, Apple simply said, “1000 songs in your pocket”.

Beautiful!