Story
Benefit, not feature
Say what happens for the viewer; let the screen show how.
Takeaways
- The line is the outcome; the screen is the mechanism.
- Write the viewer's day, not the product's internals.
- If a line needs a diagram to make sense, it is a feature line.
What it means
The viewer buys the outcome, not the mechanism. A feature line describes the machine ("AI-powered semantic search"); a benefit line describes the viewer's day ("Find any message in seconds"). The mechanism belongs in the UI proof, where it is shown instead of read.
In a RasanAI film
Each capability line states the viewer's outcome, and the UI proof beside it shows the mechanism working. Feature words such as "AI-powered" are caught by the buzzword list and rewritten as the outcome.
Origins and sources
RasanAI launch grammar, studied from real launch films. An engine rule, not an academic law.