In researching for a recent presentation, I examined what must have been 100 websites, and something like 95% of them focused on the services they offered and not the pain points that visitors want to have solved. As you no doubt know, a feature is something a company offers; a benefit is something others get from using what the company offers.
People think that by listing everything the company does actually is solving the pain points. But all you’re really saying is “look at me, look at me! Look at everything I can do!” What website visitors really want is for you to answer the question, “What can you do for me?”
You have to remember that everyone is listening to their favorite radio station: WII-FM — What’s In it For Me. You have to be the program director and give the people what they want.
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