If you have features, turn them into easy, understandable benefits.
“Our software can handle multiple core structures of data at the same time which means during increased load times the server will be stable.”
That might be useful for an engineer, but what do WE have to do about this feature?
How about →
“Even if your site gets featured on the front page of CNN and brings in 300,000 visits per hour — your site won’t go down.”
Now that’s a clear benefit. I’m not saying that you shouldn’t brag about the features you built. But try to pose it as a clear benefit your client can use rave about.
Imagine another ad →
“Get 50,000 points for signing up to our members program!”
If you’re thinking from the airline passengers’ perspective, you’ll be thinking:
Wait, how much is 50,000 points? Is it too much, or too little?
It’s ambiguous. But hey, turn that feature into a benefit.
“Get 50,000 points for signing up to our members program. That’s enough for two free round-trip tickets to anywhere in the United States!”
Now who doesn’t want a free flight with their loved one, or a flight back for themselves?
At the end of the day, all you have to do is just sign up!
This way, the ambiguity of your previous ad is gone and you’re now more trustworthy (and accountable) to the clients who have already started signing up.
The trick is to think like the benefit-driven user.