Good Products Have Features, Great Products Have Stories.
We abandoned our old copy and shifted to something that fit a story we were hearing from our users. They hated their inboxes and the overwhelming volume of emails they were receiving from their team, but they didn’t like the burdens of project management tools. The big changes we made weren’t to the product but, to the stories we told about the product. We went from selling features to selling a story.
Creating a narrative that your product fits into is by no means easy. Test it and see what sticks. Go to cocktail parties and pitch a different story to every person you meet.