Lead with the benefits, substantiate with the features
Identify the benefits: Make the translation | |
 | Make it F-A-B: features, advantages, benefits Reach readers, potential customers by leading with the benefits It’s not about your product, program or promotion: If you’re giving away a trip to Las Vegas, that’s your lead. That’s your headline. |
 | Ask the right questions in the interview So what? Ask the right questions to get to the benefits. |
 | Features vs. benefits: Avoid fake benefits No ‘Pat yourself on the back for choosing us’ Something’s wrong here … How can you tell real benefits from fake ones? |
Find the verb: The verb is the story | |
 | Write in verbs, not other parts of speech 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 | |
 | Catch a reader: Features and benefits examples Focus on the reader’s needs Brain wave: Giving away a trip to Hawaii? Lead with the benefit. |
More on benefits | |
 | Quotes on writing with 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.