Most Brands Talk About Features — That’s a Mistake
Every brand has its own unique features, whether it’s a product or service. Most of the time, our content is created around the features we are proud of — but they may not always be relatable.
The keyword to remember here is relatability.
Think of it this way:
Features are usually described from our point of view as industry experts. We create a product or service and highlight what we are proud of — how we stand out, what makes us different, our innovations, and so on.
But the general audience doesn’t always see it that way.
Sometimes it’s because of the words we use. They may be too technical or too industry-specific for customers to fully understand.
Example 1: Product
Technical Description:
“This wallet is made from full-grain, vegetable-tanned Italian leather with saddle-stitched reinforced seams and RFID-blocking micro-layer technology.”
Relatable Description:
“This wallet is built to last for years without tearing at the seams. It keeps your cards safe, fits comfortably in your pocket, and ages beautifully over time.”
The first description focuses on specifications.
The second focuses on what it means for the customer.
Example 2: Service
Technical Description:
“We provide multi-platform digital marketing strategies with SEO optimisation, conversion funnel mapping, and data-driven retargeting frameworks.”
Relatable Description:
“We help your business get found online, attract the right customers, and turn visitors into paying clients.”
Again, the first sounds impressive.
The second feels clear and outcome-focused.
One of the main reasons customers buy from a brand is because it helps solve a problem or challenge they face.
Even with powerful features, if they are not relatable, they lose impact. If customers cannot see the outcome, hear success stories, or feel how it applies to their lives, those features become meaningless.
Instead, focus on the outcomes your product or service brings. Support those outcomes by showing your process, behind-the-scenes efforts, word of mouth, and real client testimonials or stories.
Another approach is to make sure your features are presented in a relatable way.
5 Relatable Features (Product or Service)
Saves Time – “Get your weekly meal plan done in 10 minutes.”
Reduces Stress – “We handle the paperwork so you don’t have to worry.”
Long-Lasting Quality – “Built to last for years, not months.”
Easy to Use – “No complicated setup — just plug and play.”
Improves Confidence – “Walk into meetings knowing you’re prepared.”
When features are translated into outcomes people care about, they stop sounding technical — and start becoming persuasive.
The goal is to make your customers feel the need to buy from you because it’s relatable — and because they can picture themselves using it and being part of your brand.