Focus on benefits, not features

Hot Tip #89 is to focus on the benefits, not the features.

As the proud owner of a product or service, it’s natural to want to climb up the tallest building and let the world know how damn awesome the technical features are.

Unfortunately, our Landing Page visitor isn’t impressed by technical features, nor do they resonate with them. What they do care about is if our offering can help them.

Focus on the benefits of choosing you, not the product or service attributes:

• Focus on how your calendar app saves them time, not how it uses cutting-edge technology.
• Focus on how your course will elevate their career, not how well-attended it is.
• Focus on how your sunscreen allows hours of fun in the sun, not how much R&D went into it.

“Your customers don’t care about your product, they care about their problems.” – Sahil Lavingia