Features vs. Benefits: Writing Descriptions That Sell
Features are about YOU (what you built). Benefits are about THEM (what they get). Use the "So That" test to convert specs into sales arguments.
What is The "So That" Test?
The "So That" Test is A simple hack: State a feature, then say "So that..." and finish the sentence. The second half is the benefit.
The 3 Core Benefits
Emotional Connection
Features appeal to logic. Benefits appeal to emotion. People buy on emotion and justify with logic. You need benefits to trigger the buy.
Differentiation
Competitors might have the same features. But if you articulate the *Success State* better, you win. You are selling the dream.
Price Justification
You pay $5 for "hosting." You pay $50 for "Peace of mind knowing your site never goes down." Benefits merit higher prices.
The Translation Layer
List your Features
Write down what your code actually does. Ex: "Real-time sync," "Multi-seat admin," "Export to PDF."
Apply "So That"
"Real-time sync" -> So that explicit version control is never needed. So that logic errors are impossible.
Apply "Which Means"
Take it deeper. "Which means your team stops fighting over who has the latest file. Which means you go home early."
Focus on "Avoidance"
Often the benefit is pain avoidance. "Export to PDF" -> "Stop wasting time taking screenshots for your boss."
Mesh Example
Feature: "Cross-site recommendation widget." Benefit: "Get free traffic while you sleep without spending a dime on ads."
Tech Speak vs. Sales Speak
| Feature | Tech Speak | Sales Speak |
|---|---|---|
| Example | "5,000 mAh Battery" | "2-Day Battery Life" |
| Focus | The Hardware | The Lifestyle |
| Audience | Engineers | Humans |
Frequently Asked Questions
Should I ever list features?
Yes, on the pricing page or technical docs. Once they are "sold" emotionally, they need the specs to justify the purchase to their boss.
What if my audience is developers?
Developers are still human. They want to "Save Time" or "Avoid PagerDuty alerts." Even with devs, sell the outcome first, then the API spec.
Can I combine them?
Yes. "Feature + Benefit." Ex: "Fastest 5G Chip (Feature) for lag-free gaming (Benefit)."
What makes a launch channel high intent?
High-intent channels have users actively searching for solutions, not just browsing a feed.
How many channels should I launch on?
Start with 3-5 strong channels, measure conversions, then expand to 10-12 over time.
How do I avoid launch fatigue?
Stagger your launches and reuse assets so each channel gets a focused push.
What should I measure after launch?
Track qualified signups, backlinks, and demo requests, not just raw traffic.
How does Mesh of Growth fit with other platforms?
Use Mesh for compounding reviews and backlinks while other platforms provide short-term spikes.
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