Position information in the readers’ best interest
 | Stop writing about ‘us and our stuff’ Yes, we know your Whatzit is world class. But what’s in it for me? |
 | Features, advantages, and benefits: Benefits copy moves readers to act To position your message in your readers’ best interest, lead with the benefits, substantiate with the features. |
 | How to reach your target audience The topic is never the topic; the reader is always the topic In your site: Whether you’re writing a blog post or marketing campaign, the best way to reach your target market is to write to and about your target market. |