Too often in our content and messaging, we default to listing features in a succession of brief, disconnected claims rather than showing readers how those features will make a genuine difference in their lives.
As a result, they are left to fill in the gaps themselves, often choosing to skim and move on rather than engage with that cold list of facts.
It’s common for us to focus heavily on features, then expect our audience to understand how those features directly impact them.
Instead, by describing a scenario in which users experience the…
