Turn your features into benefits

I've read this a couple of times now while learning about marketing. It's common for marketers to flaunt the features of a product, the capabilities and elements. But truly consumers will only care if they are beneficial for them. DocXter, the product I write for has a lot of features. Take multi-file upload for example, That's a feature. You can upload multiple files at a time and interact with them. But what is the benefit, why should a customer care? You upload multiple files at a time, you you don't have to upload one file at a time, you save time, you're less frustrated, you get your job done better. That's your benefit. Basically turn your feature into a benefit for the customer, this way they connect to the product because it relates to their life.