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Sell Benefits, Not Features

The ‘You’re not you when you’re hungry’ campaign by Snickers has been one of the most successful advertisements around the world. The company related with people on a personal level - if you’re hungry, you get angry; grab a Snickers and restore your calm self.

You could eat anything else too. But, Snickers was clever enough to utilize this.

Instead of selling their energy bars as ‘Get 10 grams of nuts with each Snickers’ (which could work too), they chose to highlight a benefit instead of a feature.

The founder of 37Signals, Jason Fried, summarizes this very well:

If you want me to break it down even further:

A feature is anything that your product CAN do.

A benefit is anything that your customer would USE your product for.

The point is the customer wants to improve their life with your product. For them to buy your product, you need to convince them how it would benefit them.

Let’s get into some real examples:

Facebook does not say - ‘Create a profile, get a customized news feed, send and accept friend requests, and play a gazillion games.’

Their copy talks about connecting and sharing with people in YOUR life.

Vercel gets straight to the point with ‘What will you ship?’ It’s a clear message - we’re about deployment, just tell us what you want to deploy.

Here’s the copy from Trello where they pretty much manage to highlight their features and benefits together:

Feature - A unifying workspace

Benefit - Great for remote teams

And, Apple goes (almost) outrageous with Mac:

They’re so confident about their product; they believe they can make your dreams come true. Imagine if their headline was - ‘2TB storage’?!

I’m sure you get the point. Any other examples that strike your mind?

Cool Products I Found on X

I am trying out something. It’s very difficult for new product makers to reach out to potential users. Now that I have over 100 newsletter subscribers and 1000 followers on X, I have decided to support some new startups for free every week. Let me know if you like this idea.

DISCLAIMER: I haven’t used most of these products. I am not vouching for their quality. You can check them out if you find something interesting. Also, this disclaimer is not applicable to the last two products😜.

• Getgud.io by Art - Harnessing AI to deliver observability & insights on your game & players. Know and act on everything your players are doing, including if they cheat or grief!

• Stomod by Hirvesh - Write on Notion, launch SEO-optimized blogs effortlessly - no code, no design skills needed!

• AssistFlare by Hirvesh - Upgrade your Notion docs to a dynamic, customer-focused hosted knowledge base - zero coding and zero design skills required. SEO built-in.

• Digitomize by Pranshu - One place for all your coding platforms needs.

• Tweet Easy by Devin - Create better content on X / Twitter. Grow your audience faster.

• Supastarter by Jonathan - Save time and focus on your business with our production-ready SaaS starter kits for Next.js and Nuxt.

• TakeBreaks by Daiying - TakeBreaks is a cross-platform desktop app that remind you to take short breaks every once in a while.

• WaitWiseHub by Syed - Effortlessly Tailor Your Waitlist Form for a Captivating User Experience. Dive into Seamless Customization with Our Pre-launch Forms, Designed to Delight.

And, finally, two products by yours truly:

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