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Understanding product features is necessary to successfully market a product or service. A product’s features are its distinguishing characteristics—what it does, its dimensions, specifications, etc. In developing a new product, writing a clear product feature set is a crucial step for explaining the design vision for the product in order...

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Understanding product features is necessary to successfully market a product or service. A product’s features are its distinguishing characteristics—what it does, its dimensions, specifications, etc. In developing a new product, writing a clear product feature set is a crucial step for explaining the design vision for the product in order to have a development team all on the same page, attract investors, and present the product or service to clients. Unique features may also help a product or service stand out from similar goods in the category, giving a competitive advantage.

In marketing a product or service, it is often of greater importance to highlight benefits rather than just features. The benefits of a product show how it fills a consumer need, what it can do for the customer. For example, a cell phone provider’s connection speed is a feature. Being able to quickly access directions on the go is a benefit to the customer. Describing benefits tends to have a greater emotional impact on the audience because the real-life application of the feature is demonstrated. Relying exclusively on features for marketing may result in a dry, technical, fact-based tone. A combination of information on features and description of how these features benefit the consumer is typically a better approach. Market research can also help determine which features are most important to consumers to then prioritize how features are presented.  

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In general business, product features are all the qualities and characteristics of a product– its size, shape, materials, and its functionalities and capabilities.

Of course, the product features that are mentioned most are the qualities that make the product saleable or that make it stand out from its competitors:  it is longer-lasting or more durable, it is cheaper to operate, it is made of higher quality materials or it is better built, it has a special function that its competitors do not, and so forth.

In the computer field, the definition of 'product feature' is a bit more specialized, and you can read something about that in the link I provide below.

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