Translate a feature into value and proof inside a message hierarchy.
Principle: A feature earns attention only after it is translated into buyer progress. The Move Use four labels before writing copy: feature, capability difference, job value, and proof. If a phrase only describes product behavior, keep it below the main claim. If it describes progress in the buyer's situation, it can support or lead the hierarchy. Why It Works Buyers do not evaluate features evenly. They look for risk removed, work avoided, status gained, speed improved, or confidence created. Translation makes that value explicit. It also stops teams from overclaiming because each value statement must be backed by proof. Messaging…
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