If you give your copywriter a feature and say “just make it sound good,”

you’re not doing marketing...

...you’re commissioning an art project.

And while the result might be good enough to put on your refrigerator, it's not good enough to put on your website.

Before we write a single line of copy for a client, we make sure the core argument is already mapped out.

In the context of writing feature sections, these arguments consist of 3 parts:

The Feature — What is the thing?

The Capability — What does the feature let a user do?

The Benefit — What would using this feature/capability matter?

This gives us the messaging logic.

Once these elements are clear, the copywriting brief shifts from:

"Make this sound cool"

to

"What's the best way to express this argument?"

Now the copy has a spine.

———

Check out the examples of Loom, and how we might write copy for their Developer SDK.

The same product feature.

The same core idea.

Three different ways to express it.

This is what copywriting looks like when it's built on structure, not vibes.