Audience benefits sell. People are more likely to be persuaded when they see a direct or indirect benefit of a product, service, idea, or cause. Features may describe a product or service, but they don’t tell a story. To be persuasive, writers must convert features into benefits. They must tell the audience how they can best use the item to benefit from it.

Your Task. Online or offline find a product or service that you admire. Be sure to locate a detailed description of the item’s unique features. Identify a suitable audience for the product or service. Create a table and in the left column list the item’s features. In the right column, convert the features into benefits by matching them to the needs of your target audience.