
How to find benefits, not features
Ask these questions in the interview Having trouble finding reader benefits? Maybe you need to ask different questions. [caption id="attachment_29403"...

How to define features and benefits
Focus on the reader’s needs If you were giving away a Hawaiian vacation to people who signed up for your...

Avoid fake benefits of the product
No ‘Pat yourself on the back for choosing us’ “Clean your face,” demands a hotel soap wrapper. No, YOU clean...

How to turn features into benefits
Lead with the benefit, substantiate with the feature I once reviewed an article for a company’s sales force with the...

How to craft reader-centered writing
Use you for all audiences, channels You. It's a power tool of communications. It’s all about...

Top organizations use reader-centric approach
High performers focus on readers 71% of the time — IABC UK study Seventy-one percent of high-performing organizations focus their...

Writer centered vs. reader centered writing
Stop We-We-ing on reader It feels so good to talk about ourselves. Better than sex? Talking...

What is reader-centered writing?
Avoid Institutional Narcissism Richard Roll, an economics professor at the University of California, Los Angeles, studies narcissism in CEOs. Turns...
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