Features and Benefits Worksheet There isn't a business owner in the world who hasn't wrestled with the features vs. benefits dilemma tossed at them by well-intentioned marketing gurus. Most entrepreneurs decide what business to start based on two factors: 1) what they're good at and like to do, and 2) what they assume possible customers will buy. Often those latter assumptions are correct, but small-business marketers also assume that prospects will understand why they should buy the product or service just because they've been told about it. Thus, business owners only communicate the features of their product or service to prospective customers and neglect to mention the benefits. Each . is a feature-a factual statement about the product or service being promoted. But features aren't what entice customers to buy. Are customers buying features or benefits? Which category answers the important question, “What’s in it for me?” Try doing this for your product or service Features: Benefits: 1. 1. 2. 2. 3. 3. 4. 4.