Write this down on a piece of paper and post it where you’ll see it everyday.

Benefits sell software, not features

Brad Pitt

Doing a random search on companies offering products or services, you’ll often run across the Features grid. You know you’ve seen it. It’s the grid comparing how great their software is on a feature-by-feature basis compared to their competitors.

How is being able to export my data in every format known to mankind going to make my life better? Recently I saw an ad for a razor. The ad made me feel like if I used that product, I would look like effing Brad Pitt. It may have been the crappiest razor that may have made me bleed to death, but by god – the ad created an emotional connection.

Features Arms Race

Most startups are so concerned with trying to cram as many features as possible into their product for launch. When instead they should be spending as much time on thinking why a customer would want their product. What happens when your competitor lists more features than you do. Naturally you are going to match their features and maybe add a few more. So begins the vicious feature cycle.

Besides having as many or more features as a competitor, what problem are you trying to solve for your customers. How is your product or service going to make your customers life better.

The best example of how to do it right can be found in your local grocery store checkout aisle. Take a look at the articles on the magazines in the racks. Notice a familiar pattern? Most of the articles promise a benefit to the reader. Drink acai and lose 30 lbs in 2 weeks, stay in Paris for the price of a Starbucks latte, make love like a porn star.

Get In Touch With Your Inner-Narcissus

Be bold without being dishonest. Create an emotional response in me. Make me feel like I need to spend money on your product or service.