Anthony Pierri 🎸

Despite being in charge of "messaging," 
we product marketers are PRETTY SLOPPY when it comes to definitions. 

I cannot count the number of times this conversation has played out: 

"Is this a feature or a benefit?" 

"In this case... the feature really IS a benefit!" 

If all the words are interchangeable, then everything means everything!

And as a consequence... everything is meaningless!

The best way to approach product marketing messaging is to strictly divide three core concepts: 

1️⃣ Features 

The feature is the THING you're talking about. 

It should be a word or a phrase (not a full-blown sentence).

2️⃣ Capabilities

Capabilities are literally what you do with the features. 

These are INPUTS (not outputs). 

3️⃣ Benefits

Benefits are the output of the capability — or the outcome. 

Usually, there is a state change that occurs

(i.e. less of something bad, more of something good.)

If you keep these three concepts separate, everything gets a lot clearer...

and you can start making smarter messaging choices! 

Check out the example below with Apple's famous first-gen iPod slogan: 
"1,000 songs in your pocket" 

#productmarketing