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It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The topic is never the topic. The reader is always the topic.
Indeed, the secret to reaching readers is to position your messages in your audience’s best interests. (Most communicators position their messages in their organization’s best interests. Which is fine, as long as you’re talking to yourself.)
Move readers to act with a four-step process for giving people what they really want.
At Catch Your Readers — our two-day hands-on corporate-writing master class on April 10-11, 2019, in Charleston — you’ll learn a four-step process for moving readers to act by giving them what they really want. Specifically, you’ll learn how to: