Every day another product, tool or app comes to market. One more shortcut to this or that.

Want to save lists, share something, buy, sell, store, capture, talk, listen, watch, wake up or waste time? There’s definitely a feature filled app that can help you do that.

As marketers we often get bogged down in the features and benefits of what it is we have to offer. We get stuck at the telling people what it does part.

But here’s the thing, deep down most people don’t care about what the features enable them to do.

Because people don’t want to ‘do’ they want to ‘be’. They want to be less busy and more productive, less alone and more connected, less fearful and feel more safe.

People don’t buy features, they buy promises.

So, don’t tell me what you do. Make me a promise you can keep.

Image by Walt Jabsco.