When you ask your copywriter to “just make it sound good,” you might end up with something that sounds impressive—but not necessarily effective for your audience. Sure, the result might be something nice enough to frame and hang on the wall, but it's not exactly what's going to drive conversions on your website.So, what’s the secret to creating feature copy that actually moves the needle? It all starts with mapping out a strong, clear argument. Before writing a single line, we ensure that the core message is in place, broken down into three simple parts:The Feature – What is the thing?The Capability – What does the feature let a user do?The Benefit – What difference does it make to the user?This simple framework gives you the foundation for messaging logic. With these elements in place, the copywriting process becomes a strategic task, not just a creative one.Instead of saying “Make it sound cool,” your brief should now ask: "What’s the best way to express this argument?"When you move from vague requests to a clear, structured approach, your copy will have purpose. It won't just sound good—it will communicate value in a way that resonates with your audience, solving their problems and meeting their needs.So next time you approach a feature section, take the time to clarify these three elements. With a solid foundation in place, your copy will be more than just words—it will be a powerful tool for driving action.
