Writing workshops, communication consulting and writing services
What’s the difference between benefits and features?
A feature is what it is:
When you get to the feature, you will have arrived at a noun — tools, repositories, webinars.… Read the full article
Having trouble finding reader benefits? Maybe you need to ask different questions.
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
“Clean your face,” demands a hotel soap wrapper. No, YOU clean YOUR face! I want to respond.… Read the full article
I once reviewed an article for a company’s sales force with the headline:
Remember Verb, the superhero on “Schoolhouse Rock”? He was great because he could do so many things.
His theme song went like this:
Quick! Which would you rather have: Apple’s new incredibly responsive A9X chip? Or the ability to perform complex jobs like editing 4K video quickly and smoothly via your iPad?… Read the full article
