A value proposition should focus on benefits, not features. Benefits describe the value and advantages that customers gain from using a product or service, whereas features are the specific attributes or functionalities of the product. Focusing on benefits helps to clearly communicate how the product solves a problem or improves the customer's situation, which is more compelling and persuasive to potential buyers.
References:
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). "Value Proposition Design: How to Create Products and Services Customers Want". Wiley.
Kotler, P., & Keller, K. L. (2012). "Marketing Management" (14th ed.). Pearson Education.
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