One of my biggest blocks in marketing is that I tend to focus on features not benefits.

I LOVE detailed feature lists. My brain is wired that way.

Hell, yours might be too.

But most people aren’t. They want the benefits.

You’ve probably heard the old saying: benefits not features.

It’s true. Even if you don’t feel that way yourself believe me it’ll make a massive shift when implemented into your marketing. We tend to be excited about the features because we built it.

Here’s the truth though: no one cares about how you built it. They care about what it can do for them.

Today we're going to talk about how to write landing page copy that actually connects with your customers - by focusing on their problems, not your solutions.

This is the final asset we’re preparing before kicking off our public launch!

Let’s get started

Final Piece of the Puzzle

Why Features Don't Sell

Think about when you last bought something that changed your life. Did you buy it because of the technical specs, or because of what it did for you?

Take Superhuman, the email client. They could talk about their sophisticated email processing algorithms. Instead, they focus on one simple promise: "The fastest email experience ever made."

That's what we're aiming for - crystal clear benefits that speak directly to what people want.

Your value proposition isn't about your tool - it's about your customer's transformation. What do they want to become? What's standing in their way? How do you help?

Here's a simple framework: "[Your tool] helps [specific type of customer] to [achieve specific outcome] by [how you solve their problem]."

Simple.

For example

• Bad: "Advanced AI copywriting using GPT-4 and custom fine-tuning"

• Good: "Write high-converting sales emails in 2 minutes"

The first tells you how smart we are. The second tells you what we'll do for you.

The latter wins every time!

But here’s the thing - go on most pages for AI tools and they all make this mistake!

Let's use AI to help us craft copy that focuses on benefits, not features

You are a conversion copywriting expert specialising in AI tools. Create compelling landing page copy that focuses on customer transformation rather than technical features.

Tool Description: [Describe your AI tool]
Target Customer: [Describe ideal customer]
Main Problem Solved: [What pain point does it addresses]

Generate:
1. Headline (focus on the outcome/transformation)
2. Sub-headline (expand on the benefit, add urgency)
3. Key Benefits (3-4 bullet points)
4. Problem Description (make the pain real)
5. Solution Description (focus on transformation)
6. Call to Action

Rules:
- Focus on transformation, not features
- Use customer language, not technical jargon
- Lead with outcomes, explain process later
- Keep it conversational and direct
- Include specific results where possible

Building Your Landing Page

For your first landing page, use Carrd. It's simple, clean, and you can have something professional up in under an hour.

Sure you can custom build using Webflow or Wordpress. Or HTML/CSS if really want to! But remember we are trying to get to market ASAP. A quick and dirty web page builder like Caard will get you there much quicker.

Don't get fancy. You want

• Clear headline stating the benefit

• Sub-headline expanding on the transformation

• Benefits (not features!) list

• Social proof if you have it

• Clear call to action

• Button linking to your Launch Lemonade page

That's it. Clean and focused.

Choose a landing page template. There are plenty of free ones on Carrd. And then move in your copy text from the prompt we used above. Feel free to add some visuals but keep it light - the text should be sufficient to get people to click to the LaunchLemonade page.

Remember also that that is all we are trying to do with this page. We aren’t selling. We aren’t even collecting an email. It’s literally just a “front page” to tell them what the AI tool does and to get them interested in trying it out.

Setting Up For Launch Success

Next week we're diving into launch strategy, but here's what you need ready

1. Your landing page that focuses on transformation

2. Your Launch Lemonade page set up and tested

3. Your pricing and free trial strategy defined

4. Your early feedback implemented

That’s what we’ve been work on throughout this series, getting all our assets in place before we launch.

In the next Playbook, we're diving into launch strategy. This is the stuff I really love! I’ve done 2× 6 figure launches this year and have (I think!) begun to refine it down into a repeatable process. So it’ll be a good Playbook!

We’ll cover

• Building launch momentum

• Finding your first customers

• Marketing strategies that work

• Handling the critical first week

• Planning for growth

But for now, focus on that landing page. Remember: nobody wants to hear about your sophisticated prompt engineering. They want to know how you'll make their life better.

Keep Prompting,

Kyle