Think Like a Reader
Write in verbs, not other parts of speech
Talk about painting a picture. In City of Bohane, Kevin Barry brings the titular town to life in sentences like this:
“Amputee walnut sellers
croaked their prices
from tragic blankets
on the scarred tile floors …”
“The tottering old chimneys were stacked in great deranged happiness… Read the full article
against the morning sky.”
Focus on the reader’s needs
If you were giving away a Hawaiian vacation to people who signed up for your webinar, which would you lead with?… Read the full article
Ask the right questions in the interview
Having trouble finding reader benefits? Maybe you need to ask different questions.
Ask your subject matter experts:
- What happens if our customers buy this product or service?
No ‘Pat yourself on the back for choosing us’
“Clean your face,” demands a hotel soap wrapper. No, YOU clean YOUR face! I want to respond.… Read the full article
Make benefits lists parallel, verb-based
When Mr. Wylie’s Writing Tips had a hip replacement recently, he had to take a break from grocery shopping. I went searching for my new BFF, an online grocery delivery service.… Read the full article
Reach readers, potential customers by leading with the benefits
I once reviewed an article for a company’s sales force with the headline:
Extraordinary customer experience: Be a customer advocate.… Read the full article
Stop We-We-ing on the reader
It feels so good to talk about ourselves.
Talking about yourself activates the same pleasure centers in the brain as food, money or sex, according to Harvard neuroscientist Diana Tamir and her colleague Jason Mitchell, whose research on the topic was published in the Proceedings of the National Academy of Sciences.… Read the full article
Use you in marketing, employee comms — even PR
You. It’s a power tool of communications.