The document discusses how to properly communicate benefits rather than features when marketing software products. It notes that features describe the product itself, while benefits explain what the customer will achieve by using the product. The document provides examples of reframing features as benefits, such as describing an easy to use toolkit as allowing customers to feel like an "Ajax god" and get more work done faster. It emphasizes focusing on how the product will make customers feel, such as powerful or like an "ass-kicking ninja", rather than just product attributes.

1. pimpin' ain't easy
software product marketi—GAHHH

2. but i don't sell
anything

5. ideas
tools
projects
practices
philosophy

6. reknown
clients
respect
influence
opportunity

7. purpose
community

8. friends.

9. so i have this thing...
and nobody loves it
like i do

10. nobody even uses it
:(

11. you couldn't
even sell a dog
a bone.

12. NEWSFLASH!
you're doin' it wrong

13. FEATURES
vs
BENEFITS

15. FEATURES
• class-driven development
• cross-browser support
• ajax

16. BENEFITS
• "ease development"
• "unique"
• "easy-to-use toolkit"
• "nicest Ajax library"

17. BZZZZZZZZT!
THEY'RE doin' it wrong

18. BENEFITS
• "ease development"
• "unique"
• "easy-to-use toolkit"
• "nicest Ajax library"
these are actually
FEATURES in disguise

19. feature
noun
1 a distinctive attribute or aspect
of something : safety features like dual
air bags.
features describe the THING

20. "ease development"
think again

21. "ease development"
that's a
benefit
think again
isn't it?

22. "ease development"
that's a
benefit
think again
isn't it?

23. OMFGZ
WOULDN'T IT BE
AWESOME IF...
the "BENEFIT" litmus test

24. OMFGZ I WANT
EASED
DEVELOPMENT

25. OMFGZ I WANT
EASED
DEVELOPMENT

26. omfg wouldn't it be awesome if...
this took half the
time

27. omfg wouldn't it be awesome if...
I could enjoy doing
this

28. omfg wouldn't it be awesome if...
I felt like an
ass-kicking ninja

29. ideas FEATURES
tools
projects
practices
philosophy

30. Level 1
reknown
BENEFITS
clients
respect
influence
opportunity

31. friends
Level 2
BENEFITS
community

32. purpose.
Level 26
BENEFITS

33. BENEFITS
always boil down to
I want to feel
good about
myself

34. Be the "I Rule! " product,
not the "This thing I
bought does everything,
but I suck!" product.
kathy sierra

35. guilt insecurity anxiety
loneliness feeling stupid helplessness
Anti-Benefits

36. powerless-
overwhelm ness
confusion feeling clueless
Caused by Software

40. Use me, and you will kick ass at...

41. merely OK, but
better than
Prototype
Use me, and you will kick ass at...

42. BENEFITS
• "ease development"
• "unique"
• "easy-to-use toolkit"
• "nicest Ajax library"

43. BENEFITS
• "ease development"
• "unique"
• "easy-to-use toolkit"
• "nicest Ajax library"
mushy, meaningless words

44. My date last
night... He was
nice! And unique!

45. BENEFITS
"ease development"
Get a lot of shit done
Learn to love JavaScript
Not hate client-side stuff

46. BENEFITS
"ease development"
Use the skills you already
know (like Ruby Enumerables)
Get more done, with less
learning & wafflings

47. BENEFITS
"ease development"
Y can kick ass at JavaScript
ou

48. BENEFITS
"ease development"
Y can kick ass at JavaScript
ou
And if it doesn't make you feel so stupid
and/or out of your element, you'll stop
bitching about it. Which means you'll be
happier And so will we.
.

49. BENEFITS
"easy-to-use
"
Total bullshit

50. And he was so
easy-to-use!

51. BENEFITS
"nicest Ajax library"
Master the whole enchilada
Don't bother to learn numeric
success/fail codes
Gee, it's like a real language.

52. BENEFITS
"nicest Ajax library"
Feel like an Ajax god

53. BENEFITS
• Learn to love JavaScript
•Achieve fancy Ajax shit without
bullshit
•Do cooler shit, faster with less
,
bull
•Level up—using your prior
programming skillz

54. Hey, I did something
awesome with
Prototype.

55. Hey, I did something
awesome with
Prototype.