intermediate
5 min read
Message Framework: Benefit-Feature-Proof
Three-layer structure for compelling messages
Structure your messages with three layers:
• • •
1. Benefit (Why should I care?)
The user-facing value. What do they gain?
Examples
- Keep more of your trading profits
- Earn yield on your stablecoins
- Bridge to L2 in 30 seconds
• • •
2. Feature (How does it work?)
The mechanism that delivers the benefit.
Examples
- Our DEX aggregator finds you the best price across 50+ liquidity sources
- Auto-compounding vault strategies optimize gas costs
- Direct bridge connection without third-party validators
• • •
3. Proof (Why should I believe you?)
Social proof, data, or verification.
Examples
- $2B in volume traded, 300K users
- Audited by Trail of Bits and Consensys
- Average 15% better execution than leading DEX
• • •
Key Insight
Most ads only do one or two of these. Great ads do all three concisely.