For example, my favorite donuts are now delivered in a re-sealable box. That's a feature. The donuts stay fresh for a week after I first open the box. That's the benefit. Promote the benefits of your product or service before you promote the features of it.
People never buy something to get a feature.
They always buy to get the benefit produced by the feature. On The Headline Always include a headline with your ad, sales letter or webpage. Include your biggest benefit in the headline to grab your prospect's attention. Otherwise, many prospective customers won't read your promotional material. After you find the headline that attracts the most readers you can test to find the most motivating copy for them to read.