Reader-centric writing
Write about the impact
Not about the event Friends! I once helped an employee communicator edit an intranet article that started like this: On...
Write to and about your readers
Focus your messages on the WIIFM Quick! Which would you rather read? Itron, Inc. (NASDAQ: ITRI), which is innovating the...
Use WIIFM communication for news release leads
Move from event to impact to engage readers Screenwriter Nora Ephron long remembered the first day of her high school...
How to craft reader-focused writing
Write to and about you The product isn’t the topic. The service isn’t the topic. The organization definitely isn’t the...
How to find benefits, not features
Ask these questions in the interview Having trouble finding reader benefits? Maybe you need to ask different questions. Try prompting...
How to define features and benefits
Focus on the reader’s needs If you were giving away a Hawaiian vacation to people who signed up for your...
Avoid fake benefits of the product
No ‘Pat yourself on the back for choosing us’ “Clean your face,” demands a hotel soap wrapper. No, YOU clean...
How to turn features into benefits
Lead with the benefit, substantiate with the feature I once reviewed an article for a company’s sales force with the...
Are you
ready to
make your
readers
We can’t wait to work with you!