Think Like a Reader

Position information in the readers’ best interest

Think Like a Reader

It’s all about you We know your message is relevant to you: You wrote it. We know it’s relevant to your client or employer: They paid you to write it. But is it relevant to the reader? If not, why should readers pay attention? Image by frank mckenna

 ‘What’s in it for me?’

‘What’s in it for me?’

Stop writing about ‘us and our stuff’

Yes, we know your Whatzit is world class. But what’s in it for me?


Benefits copy moves readers to act

Benefits copy moves readers to act

Stop focusing on features

To position your message in your readers’ best interest, lead with the benefits; substantiate with the features.


 ‘You’ writing puts the reader first

‘You’ writing puts the reader first

Write to and about your audience

The topic is never the topic. The reader is always the topic.


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