In practice, it makes the copy longer, more abstract, and harder to parse for potential customers.
When folks land on your website, they just want to know: "What does this company do?"
"Easily manage your company's financial future on all your devices."
or do they type in:
"Accounting software?"
They're looking for ACCOUNTING SOFTWARE. Tell them what you do right away.
The benefit I want from a tool is different from what you'll want out of it.
People are looking for the features that will get them the benefits they want.
“The customer tries to figure out what box to put you in; what frame of reference to put you in. And if you don't give them a box they have to make one up." – @aprildunford
If a customer is ready to buy, they don’t need to be told the benefits. They just need to know:
a) are they in the right place (does this product do what they want it to do)
b) can they trust you
Car dealership: “You’re going to love this car, it’s electric which means you’ll never need an oil change.”
If I’ve made it this far, I’ve already convinced myself of the benefits. 😜
We need to constantly question these assumptions.
Most are tropes that are constantly repeated, but don’t have meaningful numbers behind them.
How many people land on a website for the first time, read the copy, and then click "buy?"
If you're educating the consumer, that should happen in blog posts, videos, tutorials, talks, Twitter, podcasts, PR, ads.
Feels like companies are optimizing for folks just stumbling upon their site accidentally.
If folks are landing on your site, it’s because it was recommended to them (friend, search engine, article).