benefits

Lead with the benefits in PR

Follow up with ‘us and our stuff’

Which of these product release leads would you rather read? This one?

UnumProvident Corporation’s (NYSE: UNM) today announced the expansion of its online Comparative Reporting & Analysis (CR&A) information services, designed to help employers track employee absences.… Read the full article

Write in verbs, not nouns

Your conference name is not a benefit

Remember Verb, the superhero on “Schoolhouse Rock”? He was great because he could do so many things.

His theme song went like this:

I get my thing in action (Verb!)
To be, to sing, to feel, to live (Verb!)
That’s what’s happenin’

I put my heart in action (Verb!)
To run, to go, to get, to give (Verb!)
(You’re what’s happenin’)

Well, guess what? … Read the full article

Avoid fake benefits in persuasive writing

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

Ask the right questions

Find benefits 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?

… Read the full article

‘That means you will …’

Identify — and present — your benefits

Having trouble finding your benefits?

Try prompting your subject matter expert with the line “that means they will …” The end of that sentence is likely to be a benefit.… Read the full article

Catch a reader

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

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