I always hear that you should focus on benefits and not features. I agree. It is easier to sell your product when the customer knows and understands how it will benefit them.
Here are some examples I found on the web focusing on benefits:
Crazy Egg focuses on how you can make more money.
Mintgives you ideas on what you should be saving for already. When I saw this I immediately thought “I really need to be saving more and creating a budget for grad school.”
Hotwireshows you how much money you can save. They don’t focus on all their cool travel tools they have – just a direct cash benefit.
oDesk’s tag line “Guaranteed Work. Guaranteed Payment.” does a good job telling employers will get their work done hassle free and freelancers will get paid. oDesk does a good job not putting all their time management tools first.
37 Signals’ Basecamp tag like “Get Projects Done” says it all. This is a direct benefit to project managers.
This is my favorite one. “Know where your business stands” and even better “Nearly 70% of users say QuickBooks helped them be more profitable.” They don’t focus on telling their customer all the reporting tools they have.
TurboTax: “Get Your Biggest Tax Refund” – pure benefit.
Facebook doesn’t talk about how you can share photos really easily or play games. They focus on connecting people in your life a direct benefit to me.