Features that sell (Result → Feature → Proof)
Goal: Write bullet points that sell the outcome, explain the feature, and back it up with proof. Time: 7–10 minutes
The simple formula you’ll use every time
Think R → F → P.
- Result: what the buyer actually gets.
- Feature: what the product is/does that creates that result.
- Proof: specifics that make the claim believable (numbers, materials, tests, certifications, warranty).
Example: Stays cold for 24 hours (Result) — thanks to double-wall vacuum insulation (Feature) — tested to maintain 38°F at room temp (Proof).
You’ll apply that pattern to all five bullets. Keep each one crisp and scannable.
How to write your five bullets
Bullet 1 — Lead with the big outcome
Start with the #1 reason people buy. Name the benefit in plain language, then show the mechanism and evidence. Example: Stays cold for 24 hours — double-wall vacuum insulation — lab-tested at room temp.
Why it works: buyers scan; a bold promise plus a quick “how + proof” keeps them reading.
Bullet 2 — Show your differentiator
Explain what makes yours the smarter choice. This could be a certification, spec, or material grade. Example: Made for iPhone reliability — MFi-certified cable — verified to support 60W fast charge.
Tip: If you have one “badge” (e.g., LFGB, CE, MFi), this is where it earns its keep.
Bullet 3 — Add credibility
Backstop the claims with numbers, tests, or guarantees. If you have durability data, put it here. Example: Built to last — hardened steel hinge — 50,000 open/close cycle test.
If you lack lab data, use measurable specs (thickness, wattage, tolerance) or a clear warranty.
Bullet 4 — Anchor a real use case
Help shoppers picture success. Name the audience or scenario and connect it to a feature. Example: Gym-bag friendly — 2mm slim profile — raised 1.5mm bezel protects screen/camera.
This turns generic features into “oh, that’s me” moments.
Bullet 5 — Set expectations (what’s in the box / care)
Prevent returns by clarifying contents, sizes, and care in one tight line. Example: What’s included — bottle + leak-proof flip lid — BPA-free; hand-wash for best results.
This earns trust and saves support tickets.
Write them fast (and well)
- List three outcomes your buyer wants (save time, safer, lasts longer, better taste).
- Match each outcome to a real feature (mechanism, material, design).
- Add proof (numbers, standards, tests, warranty). If you can’t prove it, don’t claim it.
- Sprinkle one keyword naturally across the bullets—don’t force exact phrases.
- Keep each bullet ~150–200 characters. Watch your counters (characters or bytes) and trim filler.
Copy-ready starters (edit to fit)
- Lasts up to 2× longer — hardened steel hinge — 50,000 cycle lab test.
- Dries hair 30% faster — ionic motor — 1,875W salon-grade output.
- Food-safe and odor-free — BPA-free Tritan — meets LFGB / US FDA standards.
- Snug, pocket-friendly fit — 2mm slim profile — 1.5mm raised bezel for protection.
- One-hand open, no spills — flip-top lid — tested leak-proof at 60 psi.
Before → After (what “good” looks like)
- Before: “Double wall insulation keeps drinks cold.” After: Stays cold for 24 hours — double-wall vacuum insulation — lab-tested at room temp.
- Before: “Durable and safe materials.” After: Built for daily use — food-grade 304 stainless steel — BPA-free, rust-resistant.
Why the after works: the Result is clear, the Feature explains how, and the Proof removes doubt.
Checklist
- Every bullet follows Result → Feature → Proof.
- One relevant keyword appears naturally (no repeats or stuffing).
- Specifics included where possible (numbers, materials, standards, warranty).
- All five together cover: big outcome, differentiator, credibility, use case, contents/care.
- You’re inside marketplace limits (characters or bytes).
Pitfalls to avoid
- Benefits with no proof. Add a number, test, or standard.
- Feature-only statements. Lead with the result buyers care about.
- Walls of text. Front-load the win; keep lines tight and easy to scan.
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