Stop Talking About Features — Start Selling Outcomes

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Stop Talking About Features — Start Selling Outcomes

Most creators describe their products like this:

  • “30-page ebook”
  • “15 Canva templates”
  • “6 video lessons”

But here’s the truth: no one buys a digital product because of what it includes.

They buy it because of what it does for them.

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Tip: Features describe the *product*. Outcomes describe the *transformation*. If your copy focuses only on features, your audience will see it as “just another thing.” Focus on what changes after they use it.

What People Really Want

Your audience doesn’t care about the number of pages or how many files they get.

They care about:

  • Feeling more organized
  • Launching something faster
  • Getting unstuck
  • Saving time or money
  • Gaining confidence
  • Taking the next step in their business

These are outcomes. And they’re what turn interest into purchases.

How to Shift from Features to Outcomes

Let’s look at a few examples:

❌ Feature-Based:

“This bundle includes 12 Instagram post templates.”

✅ Outcome-Based:

“Show up consistently and grow your audience — even when you don’t feel like creating content from scratch.”

❌ Feature-Based:

“Get access to 20 pages of lead magnet tips.”

✅ Outcome-Based:

“Build a lead magnet that actually converts — and turns readers into buyers on autopilot.”

❌ Feature-Based:

“This course has 10 videos and 3 worksheets.”

✅ Outcome-Based:

“Confidently price and sell your first digital product, even if you’ve never done it before.”

❌ Feature-Based:

“60-minute Zoom call.”

✅ Outcome-Based:

“Get unstuck and create a 90-day growth plan in one focused session.”

How to Turn Features Into Outcomes

Here’s a simple 3-step way to shift your language:

1. List the features

Write down what’s inside your product. Be specific and clear.

Example: 40 fill-in-the-blank Instagram captions

2. Ask “So what?”

Why does this feature matter to your customer?

→ It saves them time writing content

→ It helps them show up more consistently

→ It reduces the stress of staring at a blank screen

3. Rewrite it as a benefit

Now flip the feature into an outcome-based sentence.

“40 pre-written captions so you never have to start from scratch or second-guess your next post.”

Once you’ve made the outcome obvious, list the key features as proof. Let them know what’s inside. But make sure they already understand why it matters.

Ask These Questions When Writing

  • What pain does this product relieve?
  • What goal does it help someone reach?
  • What can they now do that they couldn’t do before?
  • How will their life or business feel easier after using it?

When you answer these questions in your copy, your product becomes a solution — not just a file.

Before-and-After Examples

❌ Weak Description:

This product includes 10 lead magnet ideas and a worksheet.

✅ Strong Description:

10 proven lead magnet ideas to help you grow your email list — plus a plug-and-play worksheet so you can create your own in less than an hour.

❌ Weak Description:

20 Canva templates for course creators

✅ Strong Description:

20 ready-to-edit templates to help you launch your next course faster, easier, and with scroll-stopping visuals — even if you're not a designer.

Think Like a Buyer

Every sentence on your product page should help someone imagine their life after buying.

Ask yourself:

  • What will they be able to do faster, easier, or better?
  • What stress or confusion will this remove?
  • What result will make them say “finally…”?

Buyers aren’t looking for everything. They’re looking for the one thing that gets them unstuck. Make that obvious in your copy.

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Pro Tip: Write your copy from the reader’s perspective. Use “you” more than “I.” Make it feel like you’re helping them, not just describing something you made.

Outcomes Make People Say “Yes”

People don’t pay for templates, guides, or PDFs.

They pay for speed. They pay for relief. They pay for results.

When your description highlights outcomes instead of just features, you remove doubt and increase desire. That’s exactly what makes your product sell.

Great copy doesn’t just explain. It connects. It reassures. It guides.

When you stop talking about what your product is and start talking about what it helps people do, you stop needing to convince. You start resonating.

So don’t list features like a manual. Tell a story about what’s possible.

Because once someone sees themselves in your product, they don’t need to be sold. They’re already in.

Let’s move on to building product descriptions that put this into action and turn curiosity into confident buying.