Translate features into fit
Convert a product feature into a benefit tied to the customer's stated use case.
A shopper asks why one rain jacket costs more after saying they ride a scooter to work and arrive wet at the shoulders. Feature -> benefit -> customer fit The common trap is feature dumping: naming membranes, seams, and ratings without explaining what changes for the shopper's commute. Feature Name the product fact: taped seams. Keep this brief. The feature is the evidence, not the whole explanation. Benefit Explain the practical effect: water is less likely to seep through stitch lines. The benefit turns technical knowledge into something the customer can evaluate. Fit Tie it to the discovery answer: that…
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