Every good salesman knows that you sell benefits, not features. Great salesmen know that benefits are implied from features.

If your product has plush, leather seats your prospect would have to be a slack-jawed, drooling idiot not to understand that the benefits are comfort and style.

There's not always a need to spell out benefits for every feature of a product. Yet you'll still see the same old trite features/benefits bullet points on every formulaic sales letter permeating...