Another commenter mentions DuckDuckGo, and I think that’s a good example of a product where just mentioning lack-of-antifeatures is enough to advertise it successfully. The reason for this is that the advertisement actually goes like this:
“It’s a <X (a product category)> which doesn’t have <Y (an antifeature)>!”
Now, if X is “game” (and Y is “mana flood” or whatever), then certainly this won’t cut it, because “a game” can be any of a vast, highly differentiated field of possible things. But if X is “search engine”, then it’s a different story—because everyone knows what a search engine is (and, absent qualifiers, it really is more or less one specific sort of thing), and so just the fact of your product belonging to this category is already highly informative about what it can reasonably be expected to do, have, and be like!
So “a search engine that doesn’t track your data” is a perfectly reasonable description. What does it do? It searches the internet, and probably has various search-related auxiliary features (maybe more of these, maybe fewer, but these are details). Why would you want to use it? Because you want to search the internet, duh. Oh, and it doesn’t track your data?! Well, heck, sign me up!
Another commenter mentions DuckDuckGo, and I think that’s a good example of a product where just mentioning lack-of-antifeatures is enough to advertise it successfully. The reason for this is that the advertisement actually goes like this:
“It’s a <X (a product category)> which doesn’t have <Y (an antifeature)>!”
Now, if X is “game” (and Y is “mana flood” or whatever), then certainly this won’t cut it, because “a game” can be any of a vast, highly differentiated field of possible things. But if X is “search engine”, then it’s a different story—because everyone knows what a search engine is (and, absent qualifiers, it really is more or less one specific sort of thing), and so just the fact of your product belonging to this category is already highly informative about what it can reasonably be expected to do, have, and be like!
So “a search engine that doesn’t track your data” is a perfectly reasonable description. What does it do? It searches the internet, and probably has various search-related auxiliary features (maybe more of these, maybe fewer, but these are details). Why would you want to use it? Because you want to search the internet, duh. Oh, and it doesn’t track your data?! Well, heck, sign me up!
And so with many things.