Features vs Benefits

B1 · Intermediate1 hr 7 minStartup EnglishLesson 2 of 8 · Outline

Aims

Goal: turn any feature into a benefit with the 'so what?' technique — and aim the same feature at different audiences without repeating yourself.

The lesson, stage by stage

  1. Warm up5 min

    Warm-up: So what?

    2 warm-up questions

  1. Reading10 min

    Reading: Features vs Benefits

    Read a 240-word text about Features vs Benefits

  2. Vocabulary8 min

    Vocabulary: Features vs Benefits Vocabulary

    8 items

  3. Reading10 min

    Reading: Model translations: one feature, three audiences

    Read a 292-word text about Model translations: one feature, three audiences

  4. Practice7 min

    Practice: Practice: Match Features to Benefits

    Matching exercise, 6 items

  5. Practice7 min

    Practice: Practice: features, benefits, and 'so what?'

    Gap-fill exercise, 6 items

  6. Dialogue10 min

    Dialogue: Role Play: Translating Features into Benefits

    Role-play: You're getting feedback from an advisor on how to reframe your product's technical features as customer benefits for your upcoming demo and pitch materials. (4 lines)

  7. Discussion10 min

    Discussion: Your mission: translate your own features

    3 discussion questions

Open the full lesson

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Target vocabulary

In a Tuton account these words become your student's vocabulary deck, so they come back in practice between lessons.

featurebenefitvalue propositionresonateROI (Return on Investment)competitive advantagepeace of mindcompelling

This plan comes from the Product Demos course in the Tuton library. Browse all free lesson plans.