Ask these questions in the interview
Having trouble finding reader benefits? Maybe you need to ask different questions.
Ask your subject matter experts:
- What happens if our customers buy this product or service?
Think Like a Reader
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 webinar, which would you lead with?… Read the full article
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 headline:
Extraordinary customer experience: Be a customer advocate.
… Read the full articleWhat is reader-centered writing?
Avoid Institutional Narcissism
Richard Roll, an economics professor at the University of California, Los Angeles, studies narcissism in CEOs. Turns out the more narcissistic executives are, the more likely they are to overrate their skills and make bad business moves.… Read the full article