Position information in the readers’ best interest
 | How to use persuasive writing techniques Move people to read and act with Schramm’s Fraction of Selection model Follow me: How do you persuade readers to read? Think Expectation of reward divided by Effort required. |
 | Stop writing about ‘us and our stuff’ Yes, we know your Whatzit is world class. But what’s can your readers do with it? |
 | How to write with features, advantages and benefits Lead with the benefits, substantiate with the features Make it F-A-B: Translate your material from features to advantages to benefits. Then lead with the benefit. |
 | How to reach your target audience: Use you The topic is never the topic; the reader is always the topic In your site: The best way to reach your target market is to write to and about your target market. Use you, the imperative voice or a placeholder for the reader. |
 | Give readers news they can use to live their lives better Tips for tip sheets: Learn how to craft step-by-step how-tos, service stories & refrigerator journalism. |
 | Don’t be afraid of fear appeals Let people know what they can avoid with your help Don’t be afraid of scare tactics: Negative messages work, according to a meta analysis by Kim Witte and Mike Allen of 100 studies and 50 years of research on fear appeals. |