Examples

Principle

Focus on the payoff

Simplify personal taxes

Good

Self assessment. It's a walk in the park.

This message addresses a subject that's associated with stress at the year-end, and frames the benefits of simplicity of submitting tax on the go (with a subtle play on words). It's also complemented by an illustration that builds on the aspirational theme.

Not so good

Do you dread self assessment? We have the answer.

This focuses on a negative sentiment. It also shifts the tone towards what we do, rather than how the customer benefits overall.
Invoicing marketing

Good

Keep more of what you earn

Powerful invoicing with custom reminders, tracking, and direct deposit puts less time between you and your money. Plus with dozens of reports, you’ll always know where your business stands.

Present the benefit in the easiest way– framed as something our customers would say. It’s also action oriented and attainable.

Not so good

See how much money you have

Send invoices, reminders, and more. Plus, with dozens of reports, it’s easy to know where your business stands.

Find ways to come up with a more engaging benefit. Keep headlines crisp and optimistic.
Focus on the benefits

Good

A penny saved, a penny earned
Grab a great exchange rate to make your money go further.

Do more than tell users what the feature does. Give them a reason to engage with it.

Not so good

(ex)Change your life
Use exchange rates to save time and money.

Be wary of overstating or preaching. Keep the benefit clear and don’t cloud it up with strange wordplay.