Capability statements

Turn your ‘what’ into ‘why’ and features into benefits. Vernacular ensures your capability statements speak directly to customer problems.

Businesses are naturally excited by their own services, but sometimes struggle to distinguish between their excitement and exactly how customers benefit.

Vernacular works with product and marketing managers to explore why customers should buy your services and not a competitor’s.

Developing a compelling capability statement

  1. What is the problem or challenge your offer is trying address?
  2. Magnify the problem and its impacts on the customer. Understand emotional impact – how is their day a struggle?
  3. Benefits – how does your offering make things better?
  4. Describe the new way forward … how their working day runs smoother
  5. Outline main features

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