Writing tips from the author of How to Win Friends and Influence People
I was coaching a communicator for a California health insurance plan the other day.… Read the full article
Think Like a Reader
Move from event to impact in PR writing
Focus news stories on MOI
Screenwriter Nora Ephron long remembered the first day of her high school journalism class.
Ephron’s teacher announced the first assignment: to write the lead for a story to appear in the student newspaper.… Read the full article
Who’s ‘Me’?
You can’t write a WIIFM without the M
If you wanted to keep teens from smoking weed, what message might you communicate?
One health organization, reports Guy Kawasaki in his book Enchantment, used the message that young people who smoked weed were five times more likely to engage in sex.… Read the full article
‘Say Goodbye to the 60-hour Work Week’
Steal techniques from this great WIIFM copy
You know that the topic is never the topic: The reader is the topic.
You’ve acknowledged that readers don’t care about “us and our stuff”; they care about themselves and their needs.… Read the full article
What do employees want?
It’s all about me, says Roger D’Aprix
What information do employees seek from their organizations?
According to communication consultant Roger D’Aprix, author of Communicating for Change: Connecting the Workplace with the Marketplace, they want answers to these questions:
- What’s my job?
Make it F-A-B
Translate features to advantages to benefits
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