This guide will help you understand how to market your product's core capabilities to setup your profiles to be able quickly and clearly educate prospects about your products (and get them to convert).
Want GPT to draft and optimize your capabilities for you?
What are capabilities?
If modules are "the what" your product does capabilities are "the why" and "the how"
Capabilities are flexible and are more about the key benefits or capabilities that your product has (aka the 'why' and 'how'). For example, a core capability of Duve's Guest App might be something like 'Save time by automating manual tasks'. The easiest way to think about capabilities is to imagine that a user only sees those couple of bullets on the page and the question you want to ask is:
Are they descriptive enough for the hotelier to know what your product does?
Are they compelling enough to tap into a pain point of theirs to make them want to learn more?
While there are different approaches for utilizing the capabilities section of your profiles to market your products, what's important to remember is that this this section is intended to give you the ability to quickly hook and engage visitors.
Below are several examples for inspiration of how to market your product's capabilities.
GOLDEN RULE
Setup your profiles to articulate your product in a way that is aligned with your own website's marketing and positioning (view example)
Mirror the way you market your product to customers on your HTR profiles
Examples & Inspiration of Product Capabilities
1. Highlight important use cases that communicate benefits/results
Examples: Mews, Actabl, hotelkit, Lighthouse
Best for products that have clear KPI based outcomes that you want hoteliers to focus on
2. Describe key workflows that will help hoteliers understand how it works
Best for products with multiple workflows that you want hoteliers to be able to quickly imagine their day-to-day using the product
3. Emphasize the important components of the product to help hoteliers quickly understand core capabilities
