WSGAT - What is so good about that? is an acronym that helps you sort features from benefits. Quite simply….we define...
Features: Are characteristics that physically describe your product or service. For a good example, go to an individual product description on a computer or electronics site and read the technical specifications.
Benefits: Describe how the product or service will help the customer solve his/her problem. They usually tell the customer what he/she will gain by using the product.Benefits usually consist of four principal levels. They are features, advantages, benefits and what motivates. Each layer has its own set of attributes and characteristics, which varies depending on the product type and the market to which the product caters.

To illustrate here’s a brief description of each layer..We have used a product called Zero Tox Cleaner (an amazing non toxic green cleaner by the way) as an example,

1. Features – what products have.
For example, “Zero Tox Cleaner is a water based, unscented cleaner.”

2. Advantages – what features do.

For example, “cuts through even the toughest grease and grime.”

3. Motives – what motives do features satisfy.

For example, “ it’s people safe, pet safe and environmentally friendly."

4. Benefits – what those features mean.

For example, “as a parent or pet owner you don’t have to worry, you know you are doing the best for your family.”

To learn more about Features & Benefits and how the WSGAT tool works, go to http://www.themarketingchefs.com