Think Like a Reader

Stories: better than sex?

Give readers a shot of the love drug, oxytocin

We knew stories were more effective than charts, tables, graphs and simple assertions at helping readers remember what they’ve read, use the information and make good decisions based on the information.… Read the full article

Catch readers in your web

Online headlines must get found, clicked and more

To reach readers online, you need to spin some powerful headlines. Specifically, craft web heads that are clear, context free and creative.… 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

Think like a reporter

Make your release relevant to the reader

Editors don’t care that “Amalgamated Technologies Has Released the New XYZ-2000 Coated Cable Bushing,” writes Stinson Liles, principal and co-founder at Red Deluxe.… 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

Avoid Institutional Narcissism

You probably think this piece is about you

Richard Roll, an economics professor at the University of California, Los Angeles, studies narcissism in CEOs. Turns out the more narcissistic executives are, the more likely they are to overrate their skills and make bad business moves.… Read the full article