- 1). Describing a "feature" linked to sales means, for instance, if you are selling a pencil sharpener, a "feature" is the blade; it could also be the size of the hole, or both holes if it is a double sharpener. The "attributes" of these features are that it can sharpen your pencils quickly and different sizes of pencil. The "benefit" is that you have neatly sharpened pencils. So describing a feature you need to indicate that it is a part of the product or service description --- e.g. features on a car would be power steering, electric windows and air conditioning; on a cell phone, large screen, touch and e-mail access.
- 2). Writing about "attributes" (also described as "advantages"), you need to mention with the car the power steering makes it easy to handle, electric windows are easy to use and air conditioning keeps the inside of the car at the right temperature. For a cell phone, having a large screen is an advantage for viewing the Internet or watching films or video clips, high density colors enhance the viewing experience, a touch phone is easy to use and having e-mail access with sounds lets you know each time an e-mail arrives.
- 3). Describing benefits, you have to think about how people will actually benefit from these features and attributes. Power steering makes the car more comfortable to drive, air conditioning keeps your body comfortable and electric windows make it easier to access parking-ticket machines or speak to someone. With a cell phone, the benefits to having a large screen and being able to see the Internet clearly include not having to strain your eyes. High density colors also make it easier to see. Touch phones save time as everything is so easy to get to, especially if you happen to have arthritis or some other problem with your fingers. Being able to access your e-mail while you are out and about is a valuable benefit --- which is why BlackBerry phones became so popular. It allows you to deal with problems or queries immediately instead of waiting until you get back to the office.
- 4). Concluding you can reiterate that a feature is part of the product or service specification, the attribute is what is actually does and the benefit is what it does for you.
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