Position your message in the reader’s best interest
Too often, communicators think the topic is the topic. But the topic is never the topic. The reader is always the topic.… Read the full article
Writing workshops, communication consulting and writing services
Too often, communicators think the topic is the topic. But the topic is never the topic. The reader is always the topic.… 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
Freud might never have figured out what a woman wants. But savvy communicators know what readers want — information that helps them:
Which of these benefits could you use in your campaign?… Read the full article
Remember Verb, the superhero on “Schoolhouse Rock”? He was great because he could do so many things.
His theme song went like this:
Which of these product release leads would you rather read? This one?
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
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