We've been working on changing some of our better selling products, or those that should be, form feature driven to benefit driven. It's a lot of effort, but well worth it.
As an example,
this product had 3 features until Matt (our resident IT guy that has also worked construction) added in the benefits of those features and the editorial text. A few hundred more of those and we should see a change in sales, which will allow for us to convince management to allow us to do the other 7,000.
Brian.