Benefits and features are the two most important part of any product. Unfortunately, people seem to get confused and focus on the features. Wrong! Benefits are what will sell the product, not features. Example: Which of the below would be more likely to sell the golf club? Feature: The RBZ Driver has a white matte finish. Benefit: The head appears larger and it is easier to hit the golf ball. Feature: The RBZ Driver has a state of the art corbotitaniumwhiffle shaft. Benefit: The shaft helps keep the club head on line on the downswing and therefore eliminates your slice.