April 27, 2017

‘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.

‘Say Goodbye to the 60-hour Work Week’

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.

Now what?

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 …

Read full article >

Related stories

“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

Move people to act

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

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

Polish your skills at our upcoming Master Classes

Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more

Register for Catch Your Reader: Ann Wylie's persuasive writing workshop in Houston on Nov. 2-3
Register for Master the Art of the Storyteller in Los Angeles: Ann Wylie's creative-writing workshop in Los Angeles on Feb. 23-24, 2017
Register for Catch Your Reader: Ann Wylie's persuasive writing workshop in Las Vegas on March 22-23, 2017
Register for Cut Through the Clutter - Ann Wylie's Tight Writing workshop in Washington, D.C. on April 6-7, 2017
Register for Not Your Father's News Release - Ann Wylie's PR-writing workshop in Chicago on May 18-19, 2017
Register for Get Clicked, Read, Shared & Liked - Ann Wylie's online-writing workshop in Portland on July 27-28, 2017
Register for Cut Through the Clutter - Ann Wylie's tight-writing workshop in San Francisco on Aug, 17-18, 2017
Register for Master the Art of the Storyteller in New York: Ann Wylie's creative-writing workshop in New York on Sept. 25-26, 2017
Register for Catch Your Readers in Dallas: Ann Wylie's persuasive writing workshop in Dallas on Oct. 16-17

Rather bring Ann in to train your whole team?

Catch Ann on the road

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.