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 those brands entered the market they weren't for everyone. Apple was for designers and schools. Teslas were first for high end performance nuts, etc. Once you have a beachhead you can build from there. Brand/POV is a result of clear positioning, not a substitute for it.
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In Feb 2004, Basecamp launched with: "web-based project management and extranet for creative service firms." https://web.archive.org/web/20040204224142/http://www.basecamphq.com/ … But by July 2004, they'd switched to the more general "Painless project management" positioning. https://web.archive.org/web/20040704063826/http://basecamphq.com:80/ … A quick transition!pic.twitter.com/9rVeq9y2sp
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