A lot of web copy i see spruiks a company's great features and lays out their services in bullet form. However does it acknowledge what a potential client may be looking for? Does it even refer to whats in it for them?
We need to focus on the benefits. What does the client get and how will they feel after purchasing?
Therefore neither a feature or benefit is more important than the other but when used together, the end result is gold. That being getting the potential client to take action and hit that buy button!