The concept of features versus benefits can be a confusing one, especially if you are new to internet marketing. People tend to talk about the features of their product or service, not realizing that no one buys features; they only buy benefits. The best example is the one about the drill. No one cares about the features of a drill; they only care about the hole that can be made. it is the same with anything you are promoting online.
By showing your prospects what is in it for them (WIIFM), you are more likely to make sales. People only buy things they can justify, so when it helps them to achieve a goal they are more interested in knowing more about it.
Make a list of the features of the product you are trying to sell on the internet. Next to each feature, write down the benefit it has to the buyer. Write as many features and benefits as you can think of. This will become the basis for your sales copy on your sales letter and in your email copy. As long as people can see the benefit your product has to them and their situation, you will be successful with this business.