2.2: Benefits

Benefit statements explain how you are solving a problem that your prospects have. Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs.

It’s here that the benefits of your product/service should be highlighted in plain form. Bullet points can be used for easy scanning.

Your benefit statements should attach directly to the pain felt by people seeking out what you are offering. An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”. As opposed to a feature such as “Cleans dishes”.

The benefits describe the problem you are solving, and the features describe what it does.

You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable. You can also use icons that represent the feature.