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
Think Like a Reader
How to find feature, benefit
Ask the right 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?
Make it F-A-B: features, advantages, benefits
Reach readers, potential customers by leading with the benefits
I once reviewed an article for a company’s sales force with the headline:
Extraordinary customer experience: Be a customer advocate.
… Read the full articleHow to write in first person: Don’t
Avoid Institutional Narcissism
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
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
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