Increasingly, I'm skeptical of this copywriting advice: "Focus on benefits over features." In practice, it makes the copy longer, more abstract, and harder to parse for potential customers. When folks land on your website, they just want to know: "What does this company do?"
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When people are looking for a solution, do they search: "Easily manage your company's financial future on all your devices." or do they type in: "Accounting software?" They're looking for ACCOUNTING SOFTWARE. Tell them what you do right away.
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Justin Jackson podał/a dalej
There are so many websites now that are so desperate *not* to talk about features, that you can read the whole thing and still not know what the company does! https://twitter.com/brasmussen/status/1276612000785850369 …
Justin Jackson dodał/a,
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Justin Jackson podał/a dalej Noah Bragg
The problem with describing only "benefits," is that benefits are personal. The benefit I want from a tool is different from what you'll want out of it. People are looking for the features that will get them the benefits they want.https://twitter.com/noahwbragg/status/1276613019854757888 …
Justin Jackson dodał/a,
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At the very least, tell visitors which product category you’re in. “The customer tries to figure out what box to put you in; what frame of reference to put you in. And if you don't give them a box they have to make one up." –
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Brand awareness + WoM + keyword searches drives most SaaS revenue. If a customer is ready to buy, they don’t need to be told the benefits. They just need to know: a) are they in the right place (does this product do what they want it to do) b) can they trust you
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Oddly, I see salespeople trying to sell me on benefits when I’m in the midst of purchasing. Car dealership: “You’re going to love this car, it’s electric which means you’ll never need an oil change.” If I’ve made it this far, I’ve already convinced myself of the benefits.
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Justin Jackson podał/a dalej Trevor McKendrick
Multiple people have told to me they now go to the pricing page *first* because it shows them exactly what the product does, and what it’s features are. https://twitter.com/trevmckendrick/status/1276743427472814080?s=21 …https://twitter.com/TrevMcKendrick/status/1276743427472814080 …
Justin Jackson dodał/a,
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So much marketing and sales advice relies on theories about how people come to a buying decision. We need to constantly question these assumptions. Most are tropes that are constantly repeated, but don’t have meaningful numbers behind them.
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W odpowiedzi do @mijustin
Theories based on how people *say* they came to a decision vs. how they actually did
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Yes, exactly. How much do we really understand about the customer journey?https://justinjackson.ca/software-saas-product-marketing …
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W odpowiedzi do @mijustin
Liked “PayPal is where we keep our play money. It's a guilt-free spending account.” -> Identify the minimum pain payment option
0 odpowiedzi 0 podanych dalej 1 polubionyDziękujemy. Twitter skorzysta z tych informacji, aby Twoja oś czasu bardziej Ci odpowiadała. CofnijCofnij
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Wydaje się, że ładowanie zajmuje dużo czasu.
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