The document discusses how to properly communicate benefits rather than features when marketing software products. It notes that features describe the product itself, while benefits explain what the customer will achieve by using the product. The document provides examples of reframing features as benefits, such as describing an easy to use toolkit as allowing customers to feel like an "Ajax god" and get more work done faster. It emphasizes focusing on how the product will make customers feel, such as powerful or like an "ass-kicking ninja", rather than just product attributes.
48. BENEFITS
"ease development"
Y can kick ass at JavaScript
ou
And if it doesn't make you feel so stupid
and/or out of your element, you'll stop
bitching about it. Which means you'll be
happier And so will we.
.
53. BENEFITS
• Learn to love JavaScript
•Achieve fancy Ajax shit without
bullshit
•Do cooler shit, faster with less
,
bull
•Level up—using your prior
programming skillz