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- No one cares what your product does
No one cares what your product does
Too many brands write about the specs, the colors it comes in, or other mundane details. Those things don't matter to your buyers.
Anthony Gaenzle
May 05, 2025
In partnership with
No one cares what your product does.
They don't care how big it is, what colors it comes in, or what material it's made from.
What do they care about?
They care about how it makes them feel and what problems it solves.
They care about how it improves their lives.
Take the examples below from Churn Buster. Same company, different impact.
In the top example, the copy gets to the point and makes an immediate impact.
✅ Addresses the problem immediately ("Frustrated by failed payments?").
✅ Clearly explains the value the product offers.
✅ Short and sweet, so the message doesn't get lost.
In the bottom version, however, the brand misses the mark. Here's why.
🚫 Uses too much jargon (keep it simple).
🚫 Language flows awkwardly.
🚫 CTA button is way up at the top right (this can kill conversions).
The second version isn't completely off. The tagline explains the benefit. But the rest leaves a lot to be desired.
When you write about your offering, write in a way that eliminates any roadblocks.
First, define the problem to show you understand.
Then quickly and concisely highlight the benefit to the user. State how it changes their life and fixes the problems they face.
That's all your audience wants to know. Don't let jargon, bragging, or bad copywriting get in the way of your growth.
IMAGE: Screenshots comparing two variations of copy and CTAs on the Churn Buster website.
Let’s connect!
If you have any questions, or you are ready to start working on your personal brand, email me at [email protected] or visit gaenzlemarketing.com.
Oh…and don’t forget to grab your copy of The Business of Branding You: Invest in Your Personal Brand, Grow Your Career, and Gain Influence.
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