Think Like a Reader

Position your information into your readers' best interest

by Ann Wylie, president, Wylie Communications Inc.

The first step toward enhancing readership is to increase the reward. People will read if the reward is large enough.

What constitutes a reward of reading? Entertainment is one carrot the reader seeks. The No. 1 prize is a benefit to the reader — a benefit like solving a problem or filling a need.

Having trouble finding the benefit? Ask, "What happens if people buy this product or service?" "What happens if they don't?" Or, "What happens if people get behind this program or policy?" "What happens if they don't?"

Keep asking those questions, and you'll start hitting benefits like "make more money," "save more time" and "look more like Cindy Crawford while following an all-Twix-bar diet."

Need more techniques for creating a structure that makes your copy easier to read and write? Check out Ann's workshops and learning tools.

About the author

Ann Wylie runs a company called Wylie Communications Inc. Ann works with communicators who want to reach more readers and with organizations that want to get the word out. To learn more about her training, consulting or writing and editing services, call Ann at 816/997-8753 or e-mail her at ann@wyliecomm.com. Get a FREE subscription to Ann's e-mail newsletter at http://www.wyliecomm.com/newsletter_signup.shtml.

Editors and webmasters: Want permission to reprint this article in your publication or on your site?