Potential clients only care what your products or services will do for them. What pain will they remove, what money will they save, how better their lives will be etc. These are benefits. Promoting benefits will pique their interest, draw them in and engage with you. Once they are engaged, then it’s time to dazzle them with brilliant features and specifications. That’s the technical stuff. There is a world of superb information on the web about Benefits Versus Features. Look it up and apply what you learn to your artwork.