We’ve all met someone who could sell just about anything with their gift of gab. For me, that person is Artem, the iOS developer who took over after me at MacG.

Artem is the guy who’ll secure your phone to your bike with a clever little accessory. The guy who’ll let you control music from your MacBook Pro’s notch. The guy who knows how to give a proper demo because he gets the real need behind the product.

That’s the key: sell solutions, not features.

When you sell features, you’re not answering the all-important “What’s in it for me?” question that every user has. And if you’re like me, excitedly presenting your shiny new features, you’ll often end up justifying yourself mid-demo—an uncomfortable place to be. And let’s face it, demos are already nerve-wracking enough without adding unnecessary friction.

Keeping this in mind, I decided to completely rethink the App Store screenshots for SuperText.

The screenshots from SuperText’s initial launch. None of them really answer the “What’s in it for me?” question.

Imagine the user’s internal monologue while looking at these:

• "Powerful and easy to use." – Okay, but doesn’t my phone already have a spell checker?
• "Understand the corrections made to your text." – Hmm… but I hardly ever make mistakes.
• “Speaks multiple languages.” – Interesting. But does it work in French?

Screenshots are like demos: you can’t leave room for doubt. Here’s the revamped version:

• "Write without mistakes" – Okay, but for what?
• "Seize opportunities" – True, writing a cover letter without errors is such a pain.
• "Perfect your articles" – That could be useful for my daughter’s blog.
• "Enhance your documents" – If this works for emails, it might be worth it!
• "Learn from your mistakes" – Alright, not bad!
• "Speaks your language" – So it works in French too.
• "The ultimate proofreader" – Wow, it does all that?

See the difference? These arguments leave no room for uncertainty. They place the user at the center, presenting scenarios they can relate to.

Sure, the saying goes, “Don’t judge a book by its cover.” But on the App Store, it’s the cover that users see first. Sell solutions, not features.