A database platform
Branching, for your data.
A capability that is unusual, demonstrable, and tied to a real decision.
All selling angles
Selling angleRendered with: Feature Spotlight
The feature spotlight angle
A feature spotlight gives one capability the whole runtime. Its entire discipline is subtraction: the moment a second feature appears, it stops being a spotlight and becomes the feature list that nobody remembers.
Feature videos have a bad reputation, and mostly they deserve it — because most of them are inventories. The spotlight version is different in kind, not degree. It picks a single capability, ideally one that is genuinely unusual, and spends the entire video on why it exists and what it changes about the user's day.
The selection matters more than the execution. The right candidate is a feature that is hard to copy, easy to demonstrate, and connected to a decision the user is already making. A feature that is merely new fails all three tests; recency is interesting to you and to nobody else.
The beat that separates a good spotlight from a product tour is the one where you say why the feature exists. A capability with a stated reason becomes evidence about how you think, and that generalises to the rest of the product in a way a demonstration alone does not.
When this angle works
- One capability is genuinely differentiated rather than merely present
- You are announcing something specific to users who already know the product
- The feature is visually demonstrable in a few seconds
- A competitor comparison keeps coming down to this one thing
When to use something else
- The feature is table stakes, where a spotlight advertises that you recently caught up
- The audience has not bought the underlying value yet — spotlighting to a cold audience is answering a question nobody asked
- You actually want to communicate breadth, which is a product tour and should be built as one
Script structure
How to build the script
Each beat has a job. Keep the order, replace the examples with your own product and your own numbers.
- Beat 01
The capability, named
Say what it is in plain language, immediately. No suspense.
“Every scene stays editable after the video is generated.”
- Beat 02
Why it exists
Give the reason. This is the beat that turns a feature into evidence about your judgement.
“Because the generated line is usually ninety percent right and specifically wrong.”
- Beat 03
Show it working
One continuous demonstration, no cuts that hide the unglamorous parts.
“Change the claim, fix the number, re-export.”
- Beat 04
What it changes
Close on the practical consequence for the viewer's day rather than on the feature itself.
“Which means a wrong figure costs a keystroke, not a re-render.”
What it looks like for a SaaS product
Product categories rather than real companies — we do not invent customers, and neither should your script.
A support inbox
Every reply shows what the customer already tried.
Small, specific, and directly attached to a daily annoyance.
A design handoff tool
The spec updates itself when the file changes.
Hard to copy, easy to show, obviously consequential.
Questions about this angle
Which feature deserves its own video?
The one that survives three tests at once: hard for a competitor to copy, demonstrable in seconds, and attached to a decision the user is already making. Being new is not one of the tests.
How is this different from a product tour?
Opposite goals. A tour communicates breadth and is watched by people deciding whether the product covers their needs. A spotlight communicates depth on one thing and is watched by people deciding whether you are meaningfully different.
Can we spotlight a feature competitors also have?
Only if your version differs in a way you can show in the video. Otherwise you are spending a launch slot reminding buyers that this dimension is not a reason to choose you.
Angles that pair with this one
The how-it-works angle
This angle answers the question a sceptical viewer is already asking: fine, but how? It converts interest into belief by showing the mechanism — enough of it to be credible, not so much that it becomes documentation.
Read the angleThe comparison angle
The comparison angle places your product next to the alternative the viewer is actually considering — which is often a spreadsheet, not a competitor — and argues on one axis that matters. Done fairly it is the highest-intent angle you can run. Done unfairly it is the fastest way to look small.
Read the angleThe use case angle
The use case angle drops all generality and shows one specific person doing one specific job with your product. It trades reach for recognition, and for horizontal products that trade is almost always worth making.
Read the angleBrowse the full angle library for the rest of the directions available in the product.
Get this angle for your own product
Paste your product page and get this angle back as an editable video—alongside the other directions worth testing.