Don’t list vague benefits, break them down into specific components

Serious question. What is an “all-in-one platform?” Or a platform that “improves productivity”?

Vague benefits like these won’t benefit your brand.

Instead, try to be specific and break down your products’ features into specific solutions.

Lark does this well. While most project management tools all go with the catch-all discourse, this landing page copy actually names some of the problems it solves:

This also applies to D2C brands. If you say your product is “healthier,” explain why. What are the ingredients? What does it improve?

Important note: Too many details can also lead to cognitive overload. So while it’s good to break the benefits down to minor features, you don’t have to list every specific thing at the start.

Even in the example above, Lark does “…and more,” in an attempt to make the most of Support Theory, but not overwhelm you.

List your competitors’ negatives in detail

This is the equivalent of the “nothing personal, kid” meme.

It might sound like a cheap shot, but you can totally compare your brand to others. If you do, enumerate the drawbacks of competing products.

Example: Instead of saying “Better than Figma,” Sketch app has a dedicated landing page where it lists all the ways it has the edge over Figma… in detail:

There are ten items in the list, and a bunch of user testimonials too.

The more specific you can be about your competitor’s flaws, the more real and convincing your advantage feels.

Frame customer pain points as detailed, unpacked risks

Let’s say you want customers to know they are losing time by not using your solution.

… Yes, you guessed it. “Losing time” is vague and unimpressive.

What does losing time actually look like? Are they copying the same data into three tools? Waiting days for someone to approve a task? Spending too much time on projects that don’t produce meaningful business outcomes?

When you unpack the risk, it feels more immediate. And more painful.

Motion app uses this in its content strategy. You won’t hear Motion say that traditional to-do lists don’t work. Instead, Motion simply reports data that “only 41% of US people complete their list.”

Motion also frequently uses this stat in their copy.

By doing this, Motion backs up its claims with concrete stats and vivid examples that make the problem feel urgent and real.

The more detailed the problem, the more likely and costly it feels. That’s the Support Theory at work.

Give it a try!