The “So you can” method
Write a feature, then finish the sentence with “so you can…”. This forces the copy to speak in outcomes.
Example
Feature: “Automated reporting” → Benefit: “So you can see performance without spreadsheets.”
Do it in a batch
- List 10 features.
- Convert all 10 to benefits.
- Pick the top 3 benefits as your campaign pillars.
Where to use benefits
- Headlines: outcome first
- Descriptions: explain mechanism + proof
- Landing page: benefits as section headers