Page 24 - Intercom On Marketing

THE “WHAT”
Once you’ve sold someone on your story and shown them how your product can solve their problem,
you should back it up with hard claims about how e ective your product will be in solving their problem to accelerate their decision making.
Take buying a car: You might understand why you need a car spacious and safe enough for your family, but when it comes down to a split decision, you might select the one with the heated leather seats, or the one that gives you 100 miles to the gallon. Features can often connect the dots and put a story into a greater context. They do this in two important ways:
Justification: In B2B SaaS, you’re stressing “bottom line” results that can be achieved by applying your product’s features to solve a particular problem. If
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