Mark Zuckerberg’s Idea for Your Pricing Page
Asked what Facebook was in an early interview, Mark Zuckerberg reportedly said, “Something where you can type someone’s name and find out a bunch of information about them.”
I found this on a Medium post shortly after a SaaS client asked me to write one-line feature descriptions for their pricing page.
My copywriter instincts told me to incorporate benefits. But after writing a few, I realized they felt forced. Like telling someone who never sat in a driver’s seat that the brake pedal prevents accidents.
Zuckerberg’s formula is very simple: input, output. You do this and that happens. Gas pedal: You step on it and the car goes. Brake pedal: You step on it and the car stops.
If the formula gets tiresome, you can mix up the sentence structure. Rearview mirror: See behind the car with a glance.
There’s no way to know if this works better than the gobbledygook you see on most pricing pages. But if you need to explain features, you can do worse than to follow a formula that helped launch a multi-billion-dollar valuation.