Lead with the benefits, substantiate with the features
Find the verb: The verb is the story
Write about people doing things, not about us and our stuff
The verb is the story, writes a former editor of The New York Times. So, stop writing about stuff. And start writing about people doing things.
Lead with the benefits: Substantiate with the features
Focus on the reader’s needs
Brain wave: Giving away a trip to Hawaii? Lead with the benefit.
More on benefits
What writers & others say
“Would you rather read a letter labeled ‘Dues Notice’ or ‘Get many new support, educational and marketing opportunities for the coming year’?” — Jeffrey Gitomer, principal of BuyGitomer Inc.
Get more tips on benefits copy on Rev Up Readership.