In sales it's called FAB. The Feature is explaining the facts, the Advantage is what it does and the Benefit is why it is of value to you. When applying for jobs or recruiting we should adopt the same mentality as Trott says below 'what's in it for me?' For a candidate our CV are the facts, how you highlight the relevance of your experience and achievements are the features and your profile and/or covering letter/email should spell out the benefit.