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.
“To be persuasive we must be believable;
to be believable we must be credible;
to be credible we must be truthful.”
— Edward R. Murrow, TV news pioneer
“Nobody wants to buy our products; they want to buy the products of our products. They don’t want to buy vitamins; they want to buy health.”
— Nido Qubein, CSP, CPAE, motivational speaker and business consultant
“Reading about features is like reading the ingredients on the side of a cereal box.”
— Thomas E. Szostak, healthcare economics manager, Toshiba America Medical Systems
“It’s not about what you do, but about what I can do after you’re done.”
— Alan Weiss, rock-star consultant and principle of Summit Consulting
“Your readers don’t care about your organization and its stuff. They care about themselves and their needs.”
— Ann Wylie, president, Wylie Communications
“Don’t sell me your product. Sell me on what I can do with your product.”
— Ann Wylie, president, Wylie Communications
“Write about your greatest benefit for your reader’s greatest need.”
— Ann Wylie, president, Wylie Communications
“Put the reader first.”
— Ann Wylie, president, Wylie Communications
How do you write messages that readers want to read?
If you want to Catch Your Readers, you need to think like a reader. Then you need to use the bait your reader likes, not the bait you like.
So what’s the bait the reader likes?Want to learn a four-step process for making your message more relevant, valuable and rewarding to your audience. If so, bring Ann in to present Catch Your Readers — a persuasive-writing course — to your team.
There, they’ll learn the formula readers use to determine which messages to read. Discover two rewards they can use to boost audience interest in their message. And learn a magic word that focuses reader attention on their message.