“Steve Jobs does not sell bits of metal; he sells an experience. Instead of focusing on mind-numbing statistics, as most technologists tend to do, Jobs sells the benefit.” Carmine Gallo in Business Week: How to Wow ‘Em Like Steve Jobs
Benefits answer the most important question, the one your reader, prospect or audience is always asking: “Why should I bother with this? What’s in it for me?”
Note: Valleywag has a more cynical view.