What does your product replace?

How do you present you product? Do you show advantages, benefits, ease of use, cost savings? Cindy Alvarez suggests in this post that none of these product descriptions fit to how people actually speak of products. She thinks (and I agree) that people compare products to alternatives they currently have in use. Better slogans therefore would be:

  • No more need to use X!
  • Replaces Y and Z in a single tool!
  • 20% faster than W!

I generally like the idea of presenting products the way the addressees would speak of them – it seems intuitive.

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