I've found that this really comes into play if you're dealing with customers who aren't exactly geeks (mostly who I deal with) and don't care about your text-messaging-enabled-social-what's-it-doozer. That in itself isn't exactly exciting. The non-geeky crowd really only cares (most of the time) about why they should hand you any cash--i.e., what's this going to do for me? (That is, if you're expecting any cash in the first place...) You really will come out better describing benefits versus features. Furthermore, I've found that smart potential customers will interrupt you in the middle of listing a bunch of features to ask, "Ok, so how's this really going to help me??" anyway. Better to start off in a good way than to get embarrassed.
