Benefits are verbs; features are nouns
Remember Verb, the superhero on “Schoolhouse Rock”? He was great because he could do so many things.
His theme song went like this:
Talk about painting a picture. In City of Bohane, Kevin Barry brings the titular town to life in sentences like this:
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
Having trouble finding reader benefits? Maybe you need to ask different questions.
“Clean your face,” demands a hotel soap wrapper. No, YOU clean YOUR face! I want to respond.… Read the full article
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
I once reviewed an article for a company’s sales force with the headline:
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
You. It’s a power tool of communications.
I was coaching a communicator for a California health insurance plan the other day.… Read the full article