How to Evaluate Features and Benefits of a Product

You can evaluate features versus benefit. There are some straightforward things that you can kind of suss out and say, OK, they didn't meet with a benefit. But there's some more gray areas where you can say, for me, I think this is stronger than the other one. And so we can sometimes be really harsh on copy when we see it out in the wild and think, this is terrible. We need to take a step back and ask what could be maybe more effective?