Why features don’t sell (and benefits do)
Turn the things you built into the reasons people buy
A feature is a fact about your product. A benefit is a change in your customer’s life. Nobody wakes up wanting a feature. They wake up wanting the thing the feature makes possible: more time, less worry, more money, more status, less risk, an easier day. Your job isn’t to be impressed by what you built. It’s to translate what you built into the language of what they want. The trap is that you’re too close to it. You know your product so well that the features feel obviously valuable to you. They aren’t obvious to a buyer who’s never seen it. You have to
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