The Big Promise

Try to position your business with one major benefit, a benefit that is easily explained by the average Joe. If I asked you what Dropbox does, you might say “it’s an online backup service” or “it lets me share files between all my computers.” Their site says, “Dropbox is a free service that lets you bring your photos, docs, and videos anywhere and share them easily.”

Even if you have four or more cool features/benefits, try focusing on the biggest problem you solve. You can still have the other features, but your “Big Promise” has to be one that resonates right away. Once you get some headway in the marketplace, you can introduce the other features.