What distinguishes features from benefits in a proposal?

The correct distinction between features and benefits in a proposal is that features tell the "what," while benefits communicate the "so what." Features refer to the characteristics, specifications, or attributes of a product or service. For example, a feature could be a software's ability to operate on various platforms. However, while this describes what the software can do, it does not articulate the value or advantage it offers to the user.

On the other hand, benefits explain why those features matter, outlining the positive impact or value they bring to the client or the overall outcome. Continuing with the software example, the benefit of operating on multiple platforms might be that it allows more users to access the software, thereby improving productivity across a diverse workforce.

This clear differentiation is important in proposals because it helps the audience understand not just what is being offered, but the tangible advantages it provides, facilitating more persuasive communication and helping to align the offering with the client's needs and priorities.