How to Write Your Highlights (Key Benefits)
Your PDP selector is complete. Most visitors (60-70%) make their decision there. The rest scroll looking for ONE specific thing that matters to them personally. Highlights catch them.
Product Highlights showcase 3 - 4 standout benefits beyond your selector. These expand on outcomes, go deeper on results, or introduce secondary benefits you couldn't fit above.
Visitors who scroll past the selector are still deciding. They need more proof but not more words. They'rescanning for that ONE detail that tips them from "maybe" to "yes."
What We're Fixing:
- Generic benefits everyone claims ("high quality," "great taste")
- Repeating your selector bullets in different words
- Benefits that don't connect to actual daily life
- Feature lists without outcomes
Answer These 4 Questions:
Your highlights expand on Section 1 without repeating it. Here's what to uncover:
- Question 1: What outcome does your formula create that you haven't stated yet? (Your Q3 answer killed an objection. What's the RESULT of solving that problem?)
- Question 2: What does your main metric actually DO for them in daily life? (Your Q4 had a number or ingredient. What does that number CAUSE to happen?)
- Question 3: What secondary convenience or lifestyle benefit exists? (Beyond your Q5 answer, what else about using this makes life easier?)
- Question 4: What deeper quality or trust detail adds confidence? (Beyond your Q4 proof, what else validates you're the real deal?)
The 4 Highlight Patterns
Match each answer to its pattern:
Pattern 1: Outcome Expansion
- Format: [Icon] [Specific daily outcome]: [What's different from alternatives]
- Use when: Your Q3 objection-killer creates a noticeable life improvement
- Structure: Time/situation + what improves + what doesn't happen (that usually does)
- Example: "🌅 3-hour energy window: No crash like whey or sugar-based shakes"
Pattern 2: Metric Translation
- Format: [Icon] [Your number/ingredient]: [What that causes in real life]
- Use when: Your Q4 metric or ingredient drives a specific benefit
- Structure: Exact measurement + specific component + tangible daily result
- Example: "💪 2.5g leucine per serving: Faster recovery between training days"
Pattern 3: Secondary Convenience
- Format: [Icon] [Unexpected ease factor]: [Specific scenario it solves]
- Use when: There's a convenience angle you didn't cover in Q5
- Structure: What stays good/easy + timeframe or situation proof
- Example: "🥤 Stays smooth 4+ hours: No separation or sludge in your bottle"
Pattern 4: Deeper Trust Signal
- Format: [Icon] [Verification/quality detail]: [What you can prove]
- Use when: You have certification, process, or transparency beyond Q4's testing
- Structure: Credential/standard + what customers can verify themselves
- Example: "✅ NSF Certified facility: Every batch traceable to exact production day"
CPG Example: OmegaBoost's Process
Their Section 1 Selector Said:
- Chocolate Peanut Butter Protein Powder
- Tastes like dessert
- Gut-friendly (dates + monk fruit, no dairy/whey/gluten/irritants)
- Third-party tested for heavy metals
- Mixes in 10 seconds
Those 5 things are COVERED. Section 2 must introduce NEW information.
Their 4 Question Answers:
- Q1: What outcome does gut-friendly create? Their selector said "gut-friendly" but not what that CAUSES. No bloating = sustained energy without crashes. New outcome to highlight: "3-hour energy window."
- Q2: What does 20g protein with specific amino profile DO? Their selector mentioned protein but not the leucine content or what it causes. 2.5g leucine = faster muscle recovery. New metric to translate: "2.5g leucine triggers muscle protein synthesis."
- Q3: Secondary convenience beyond "mixes in 10 seconds"? They covered mixing speed. What they didn't mention: it STAYS smooth for hours (doesn't separate like cheap plant proteins). New convenience: "Stays smooth 4+ hours in bottle."
- Q4: Deeper quality detail beyond "third-party tested"? They said tested but not WHERE it's made or what certifications. NSF certification = every batch traceable. New trust signal: "NSF Certified facility, batch numbers on every bag."
Their Section 2 Highlights (NEW information):
- 🌅 3-hour energy window: No crash like whey or sugar-based shakes
- 💪 2.5g leucine per serving: Faster recovery between training days
- 🥤 Stays smooth 4+ hours: No separation or sludge in your bottle
- ✅ NSF Certified facility: Every batch traceable to exact production day
Notice: NONE of these repeat the selector. Each expands or introduces new benefits.
Now Write Yours
Step 1: Review your Section 1 selector (Q1-Q5 answers)
Step 2: Answer the 4 decision framework questions:
- What outcome does your Q3 answer create?
- What does your Q4 metric/ingredient DO daily?
- What secondary convenience exists beyond Q5?
- What deeper quality/trust detail can you prove?
Step 3: Match each answer to its pattern:
- Daily outcome → Pattern 1 (Outcome Expansion)
- Metric result → Pattern 2 (Metric Translation)
- Hidden convenience → Pattern 3 (Secondary Convenience)
- Quality proof → Pattern 4 (Deeper Trust Signal)
Step 4: Write each highlight using pattern structure (8-10 words)
Your highlights are complete.
You've told them what it is and what makes it special. Now they need to believe you—and they won't take your word for it. They need to hear it from authority figures or someone like them.
👉 Next: Write Your Social Proof (Let Customers Sell)
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