Interesting. When I look at the homepage for Basecamp, I see a somewhat-vague benefit ('projects manage themselves'), followed by a whole lot of argument by co

Interesting. When I look at the homepage for Basecamp, I see a somewhat-vague benefit ('projects manage themselves'), followed by a whole lot of argument by consensus ('millions use', 'over five million people worldwide'), some appeals to authority (the customer blurbs, the logos), a bit on pricing, reassurance that the product is simple, and then some things that look very much like features rather than benefits - for example, "Keep all your project files in one place." That's followed by some vague benefits that could apply to a lot of products - "Basecamp’s focus on simplicity, clarity, and ease of use make it truly unique." There's no denying that Basecamp's a huge success and a great product, but when looking at Basecamp's main landing page, I see way more appeals to emotion than features or benefits. Hmmm. Very interesting.