Reasons people buy

People buy to move toward a feeling or an outcome, never to own a feature. Copy that names what a product is or does leaves the reader to supply the reason themselves, and most won't. Name the reason first; let the feature prove it.

The move

For every line meant to persuade:

1. Name the reason. Match the line to a reason on the list below. A line that maps to none is feature-speak — cut it or rewrite it. Done when every retained line traces to one named reason.
2. Say the outcome, not the mechanism. What the buyer gets ("stop losing an hour a day to this"), not how it works ("automated workflow engine").
3. Lead with the reason, prove with the feature. Reason in the headline or first line; the feature sits underneath as evidence.

The list

The working spine — 15 reasons people buy stuff: