HAVE you got lovely features? Of course you have. Let me rephrase that. Has your product got lovely features?
If so, your customer won’t be interested in them. You don’t need to explain what colour your product is. Your clients will want to know the benefits they can glean from it. So, in a clear, consise way, tell them all about the benefits, not the features. Show them how they can save money, improve efficiency, or add value to their business by using your product. By all means mention the features. However, more importantly, sell the benefits.