How to craft benefit messages…

Using Loom as an example: (See image)

Benefits are STATE CHANGES.

📈 The increase of something good

OR

📉 The decrease of something bad

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For this scenario, we’re assuming the following.

🟡 Target Customer → Development Teams

🟠 Capability → Record & share videos explaining your code.

🟢 Feature → screen recorder & shareable link.

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There are 3 types of Benefit Messages to consider:

1️⃣ Functional Benefits

Functional changes are rooted in activities and are the MOST UNIVERSAL.

🤷‍♀️ When to use Functional Benefits?

In most cases, your messaging should lead with functional benefits.

They help a prospect understand the intended use of the product, and likely apply to all users.

🔵 Loom example — "Spend less time in meetings, re-explaining everything."

2️⃣ Emotional Benefits

Emotional changes are rooted in the feelings of the user.

🤷‍♂️ When to use Emotional Benefits?

After you're confident that a prospect knows how your product works — and when they would use the product.

The tricky thing about emotional benefits is that they are NOT UNIVERSAL.

Different people have different emotions.

Take the Loom emotional benefits as an example.

🔵 Loom — "Avoid the stress of presenting live in front of people."

💢 Not all developers get stressed out presenting in front of people.

So there is a chance that this benefit will not land with certain targets.

3️⃣ Social Benefits

These changes are also emotional, but focus more on community forces.

Humans are social beings.

And understanding these dynamics can be powerful for any founder or startup marketer to understand.

🤷 When to use Social Benefits?

After you've confirmed that there are social dynamics at play.

Like emotional benefits, social benefits can vary...

So listen closely to your customers, and tune the social benefit message accordingly.

🔵 Loom example — "Boost your credibility across the team."

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👉 It's important to note that your messaging won't always be able to be explicit on benefits.

↳ Especially when it comes to social and emotional benefits.

When in doubt...

🚀 Use the benefit message type that best aligns to the problem you're trying to solve.