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:
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
Having trouble finding reader benefits? Maybe you need to ask different questions.
“Clean your face,” demands a hotel soap wrapper. No, YOU clean YOUR face! I want to respond.… Read the full article
It feels so good to talk about ourselves.
Talking about yourself activates the same pleasure centers in the brain as food, money or sex, according to Harvard neuroscientist Diana Tamir and her colleague Jason Mitchell, whose research on the topic was published in the Proceedings of the National Academy of Sciences.… Read the full article
You. It’s a power tool of communications.
I was coaching a communicator for a California health insurance plan the other day.… Read the full article
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
Fear appeals persuade. But they can also paralyze.
Strong fear appeals persuade … The stronger the fear appeal, the more likely it is to move your readers to act, according to 50 years of research and 100 studies reviewed by researchers Kim Witte and Mike Allen.… Read the full article