When writing copy for the individual consumer you generally focus on the benefits of the product or service rather than the features.
However, when writing B2B copy, you should take into account the fact that most buyers are keenly aware of the benefits provided by a particular feature. Instead, the B2B copy should focus on the features themselves, sometimes referred to as product specifications.
For example, an IT professional knows a 3.3 Gigahertz processor gets the work done faster than a 2.1 Gigahertz one. And he knows what that advantage means to his company.
So you would sell your 3.3 Gigahertz processor to this audience by accentuating this feature rather than the benefit of a faster processor.
Know your audience and when communicating the features of the product or service in your B2B copy is more important than highlighting the benefits.
