Think of how many products can claim to save you time.
Thousands probably.
If all of these companies ran their marketing efforts leading with how they'll save you time then how do you expect to differentiate yourself from the competitor who claims to do the same?
The benefit is the why.
The vagueness of this statement then begs the question...
How will you help me?
This is where being a tad more product-focused in your copy can help set you apart.
So why do so many marketers fixate on a benefits-led approach like being product-centric is the boogeyman?
A customer-centric approach has made marketers "scared" of a product-centric angle
The customer is the hero. It's all about them and not us.
So, what's in it for them?
This makes leading with a neatly edited set of concepts spelling out the benefits feel like a reasonable choice.
But the thing is, being customer-centric doesn't mean you can't lead with a feature. Content isn't black and white.
A feature can both communicate the why and the how.
For example, at VEED we have a collection of one-click AI tools to help people save time and make better content than they ever imagined was possible for them (regardless of their skill level).
If we just led with how you'll edit videos faster by using VEED we're saying something others could copy. Whereas if we focus on a feature-first approach (the how) we make a stronger, harder-to-copy stance.
That same line intended to convey speed and productivity could then take the shape of something such as:
One-click tools to edit videos like a pro (even if it's your first time).
We could then talk about these one-click features as well such as:
- Magic cut removes all your awkward pauses and filler words so you sound like a natural on camera
- Eye contact correction fixes your eye contact so, even if you're gazing off to the side reading a script, it looks like you're looking right into the camera
- Subtitles and translations so you can reach a global audience
One-click tools in itself both cover a feature set and make it clear how results are a quick click away and why this matters for the reader.
From my perspective, marketers will fear leading with a product angle because it might feel slimy, like too much of a hard-sell.
I get that.
But when clarity is on the line and you have a great product, shouting at the top of a mountain about how your product's features integrate into a workflow and makes people’s jobs easier there’s no "ick factor"—it's the smart thing to do.
How many competitors claim the same benefits?
Many.
How many can say they do it how you do it with your exact feature set?
Little to none.
Don't be afraid to sell your product.
❤️ P.S. No, I'm not back on a regular schedule of sending emails. I'm still pregnant (27 weeks) and taking things slow until I get my footing back sometime in the postpartum period. I had this thought and felt like writing this weekend. I also shared one of my content swipe file pieces I broke down here. I still can't promise more content but keep an eye out in case I get another urge to write and share some content-related thoughts 😄
