The Oxford Concise Dictionary (http://www.askoxford.com/?view=uk ) helpfully defines a feature as “a distinctive or characteristic part of a thing”. It then precedes this by defining a benefit as “a favourable or helpful factor or circumstance: advantage, profit.”I want to focus on the word “advantage” because it’s such a simple idea to put across and yet so vitally important. It’s not a good enough message  to say “Good price and great service”. You need to define just what you mean by “service”. For example, if you deliver your widgets within 2 hours, (feature) then the advantage is that your client won’t be waiting around and the interruption to their business is minimal. (Benefit/advantage) Of course, there’s also the advantage of “peace of mind”, but this is arguable with everything, so has a fairly low impact when winning new business. It’s not that your new clients are stupid; they understand what the features are to your service - it’s written all over your marketing literature! But it will only be when they start to see how your “features” will be an advantage to them that they’ll start to buy in to your service. The benefit to what you do is like someone saying “so what” after everything you say.  The English language is beautiful and vague, but when it comes to using it as a means to making someone do something you want them to do, then you need to be precise and listened to. A good exercise is to imagine your potential clients will be asked comprehension questions after your meeting. You need them to score high marks, so you need to ensure the pictures you paint with your words, are vivid enough to be memorable and motivational.