Lead with the benefits
Put the reader’s needs first, your organization’s offer second
by Ann Wylie, president, Wylie Communications Inc.
a
Quick! Which would you rather read: a story about David Barton Gym? Or one about how to look better naked?
The gym is a feature. “Look better naked” is a benefit. (It’s also the slogan of David Barton Gym, New York’s celebrity body-sculpting palace.)
As writers, we tend to focus too much on our stuff — the gym — and not enough on reader benefits — looking better naked. Do more of the latter and less of the former, and you’re sure to boost readership.
Benefits writing gets read
Benefits writing has never been more important.
That’s because Americans are bombarded with information —more than 5,000 messages a day, according to some statistics.
In this environment, readers select a fraction of the stack of information they get each day. That tiny sliver of the stack is all they’ll read. The rest, they toss.
To make sure your communication is among that minute amount of information your readers will actually read, you need to think like a reader.
That is, you need to focus on your readers’ needs instead of just on your organization’s products, services and programs. You need to make your copy more relevant and valuable to your reader.
The best way to do that? Write about reader benefits.
Put the benefits first
An easy formula to use to write about reader benefits is to lead with the benefits and substantiate with the features.
That means focus on your reader’s needs first, then follow up with your organization and its products, services and programs.
| Lead with the benefits | Substantiate with the features |
| Look better naked … | … at David Barton Gym |
a
These benefits leads from PRSA Silver Anvil-winning campaigns are great models of leading with the benefits and substantiating with the features. (The Silver Anvil is PRSA’s highest honor for excellence in public relations.)
| Lead with the benefits | Substantiate with the features |
| Employers now have a better way to measure, monitor and manage employee absences … | … thanks to UnumProvident Corporation’s (NYSE: UNM) expanded online Comparative Reporting & Analysis (CR&A) information services. |
| Do you dread shopping for new appliances? Are you tired of being bumped in narrow aisles, searching for customer assistance and even purchasing appliances that don’t fit your needs? | If so, the new Northridge-area Maytag store was designed just for you. |
| On average, an employer can expect that ten percent of its employee population will be out on a disability leave during the course of the year. To help employers better understand the types of disabilities affecting their industries and how targeted workplace solutions can mitigate associated costs and employee absences … | … MetLife has made available The MetLife Series on Championing Productivity … |
a
Make the switch
Sometimes, a small switch is all you need to put the benefits first. This one leads with the company name:
XYZ Corporation (NYSE: XYZ) today announced that print and copy costs can be reduced up to 20 percent with our new ABC product.
Instead, move the readers and their benefits to the top of the piece:
| Lead with the benefits | Substantiate with the features |
| Organizations can reduce their print and copy costs up to 20 percent … | … with XYZ Corporation’s (NYSE: XYZ) new ABC product. |
a
Next time you write a press release, brochure or newsletter article, put the reader benefits first.
And if you have trouble remembering why that’s important, ask yourself, “Would I rather go to the gym? Or would I rather look better naked?”
Move readers to act
Want to master the art of writing copy that sells, not just products and services, but programs, plans and positions, as well?
- Read Ann’s “Think Like a Reader” toolkit.
- Get dozens of tipsheets on persuasive writing at RevUpReadership.com.
- Find Ann’s out about Ann’s next “Think Like a Reader” teleseminar.
- Bring Ann to your organization for a “Think Like a Reader” workshop.
- Work with Ann to Think Like a Reader in one-on-one writing coaching.
About Ann Wylie
Ann Wylie is president of Wylie Communications Inc., a training, writing and consulting firm. She works with communicators who want to reach more readers and with organizations that want to get the word out. Wylie is the author of RevUpReadership.com, a toolbox for writers, and Wylie’s Writing Tips, a free e-zine. She has earned more than 60 awards, including two IABC Gold Quills, for her work.
Copyright © 2006 Ann Wylie. All rights reserved.
A note to editors:
Please feel free to run this story complete with the promotion, full author’s bio and copyright line. Sorry, we do not grant permission to publish without the promotion, full author’s bio and copyright line.
