Lead with the benefits

To increase reader interest, focus on reader's needs first, then follow up with your organization's offer

by Ann Wylie, president, Wylie Communications Inc.

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

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 …

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.

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?"

Think like a reader to get read

Want more tips about how to increase readership by making your copy more valuable to the reader? Join Ann Wylie at PRSA's Dec 13, 2007 teleseminar, "Think Like a Reader: What's the secret to writing copy that gets read? Understanding how the reader decides what to read — and what to toss." To register or to get more information, contact Colleen Seaver at 212/460-1408, or visit http://www.prsa.org.

About the author

Ann Wylie works with communicators who want to reach more readers and with organizations that want to get the word out. Ann is the creator of RevUpReadership.com, a toolbox for writers. To learn more about her training, consulting or writing and editing services, contact her at ann@WylieComm.com. Get a FREE subscription to Ann’s e-zine at WylieComm.com.

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