An adoring smile spreads across her face, and at that moment your love is sealed forever. Focus on emotions, not intellect. Emotions are the gateway to making a buying decision. Therefore, appeal to their emotions first and foremost. Benefits are the language of emotion.
Features are the language of logic.
Even people who insist they buy logically or based on features do so because that's what makes them feel better. In other words, because they know too much about their businesses, they often assume that others, too, not only want to know them but also should know them. I thought you'd never ask. Here is a process to use to identify benefits. List all of the features of your product or service, including standard, technical, supportive, and abstract features.