‘Say Goodbye to the 60-hour Work Week’
Steal techniques from this great WIIFM copy
You know that the topic is never the topic: The reader is the topic.
Tick tock Give the reader what she wants: Don’t tell her about your video; tell her how much time she’ll save. Image by Vincent Albanese
You’ve acknowledged that readers don’t care about “us and our stuff”; they care about themselves and their needs. You buy into the notion that the first thing your reader wants to know about your message is WIIFM, or What’s In It For Me.
The next step is to find some great WIIFM copy to model. And have I got a piece for you. Here’s Briefings Publishing Group’s promo for a how-to video. The WIIFM copy is well worth modeling.
Here it is — with, of course, my notes …
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“Nobody wants to buy our products; they want to buy the products of our products. They don’t want to buy vitamins; they want to buy health.”
— Nido Qubein, CSP, CPAE, motivational speaker and business consultant
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.)
Me, myself and I Want to reach your reader? Think like a reader. Then focus your message on the reader. Image by Dino and Ptero
At Catch Your Readers — a two-day writing Master Class on Nov. 2-3 in Houston — you’ll learn a four-step process for making your message more relevant, valuable and rewarding to your audience. Specifically, you’ll learn:
- The formula people use to determine which messages to pay attention to
- Two rewards you can use to boost audience interest in your message
- The No. 1 question to answer on your reader’s behalf
- A two-minute perspective shift that focuses your message on the value to the audience
- A three-letter word to use to make your message more relevant to your audience
This is your last chance to learn to Catch Your Readers in 2016. Don’t miss out! Register now.
“The workshop was fantastic. I called my boss halfway through and told her our whole team needs to do this.”
— Brian Jacobson, public information officer, City of Roseville, California
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more
Rather bring Ann in to train your whole team?
Save when you book a workshop while I’m in your neighborhood
Ask about piggybacking on my upcoming engagements in:
- Chicago: May 18-19, 2017
- Dallas: Oct. 16-17, 2017
- Des Moines: Feb. 8, 2017
- Fresno, CA: Jan. 24, 2017
- Geneva: Dec. 1
- Houston: Nov. 2-3
- Indianapolis: Oct. 24
- Jackson, Mississippi: Nov. 9
- Las Vegas: March 22-23, 2017
- Los Angeles: Feb. 23-24, 2017
- New Orleans: Nov. 7
- New York: Sept. 25-16, 2017
- Portland: July 27-28, 2017
- San Francisco: Oct. 18 & Aug. 17-18, 2017
- Washington, D.C.: April 6-7, 2017
- White Plains, New York: Dec. 13
Keep up with my calendar.