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
benefits
How to find benefits, not features
Ask these questions 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?
How to define features and benefits
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
Avoid fake benefits of the product
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
What are benefits of a product?
Make money, save money, save time
Freud might never have figured out what a woman wants. But savvy communicators know what readers want — information that helps them:
Make money
Save money
Save time
Avoid effort
Increase satisfaction
Protect possessions
Be sexy
Escape pain
Increase comfort
Improve health
Impress people
Be stylish
Avoid trouble
Increase confidence
Enhance popularity
Save space
Be up-to-date
Protect investments
Gain praise
Avoid criticism
Increase convenience
Become more loved and accepted
Be successful
Escape routine
Own beautiful things
Have fun
Increase pleasure
Protect the environment
Satisfy curiosity
Protect family
Be happy
Feel safer and more secure
Avoid fear
Save energy
Conform with others
Be individualistic
Increase comfort
Satisfy appetites
Seize opportunity
Avoid mistakes
Gain knowledge
Achieve exclusivity
Improve status
Avoid guilt
Protect reputation
Be attractive
Which of these benefits could you use in your campaign?… Read the full article
The difference between features and benefits?
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:
I get my thing in action (Verb!)
… Read the full articleWrite leads for your public relations target audience
Put the readers’ needs — not your products, services — up top
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 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