October 24, 2017

Make it F-A-B

Translate features to advantages to benefits

Quick! Which would you rather have: Apple’s new incredibly responsive A9X chip? Or the ability to perform complex jobs like editing 4K video quickly and smoothly via your iPad?

Make it F-A-B image

But what can I do with it? Translate messages from features to advantages to benefits. Image by Helena Perez García

And that’s the problem.

Your readers don’t care about your organization and its stuff. They care about themselves and their needs.

So to sell your products, services and ideas, you need to show how your organization and its stuff can fill your readers’ needs. One way to do that: Translate your message from features into advantages into benefits.

Translate from features into advantages into benefits
Feature
What it is
Advantage
What it does
Benefit
What it will do for you
DefinitionAn attribute of your product, service, program or ideaThe reason the feature is importantWhat the feature will do for you
ExampleThe new iPad Pro features Apple’s new A9X chip.The A9X chip is incredibly responsive.That means you can perform complex jobs like editing 4K video quickly and smoothly on your iPad.
Type of wordNounAdjective or adverbVerb
ProblemPeople don’t buy features — not on chairs, in products and services or in information. So you need to keep translating.People don’t buy advantages, either. So you need to keep translating.People do “buy” benefits, in products, services or information.

So don’t sell me a MacBook Air. Sell me on the time I’ll save with the Air.

The problem is, most readers can’t get from “AX9 chip” to “perform complex jobs like editing 4K video” by themselves. In fact, sales research tells us that some 70% of our readers can’t translate from advantages to benefits without help, says Linda Miller, president of The Marketing Coach.

So don’t rely on your readers to translate. That’s your job.

Read full article >

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“In the past, if we were trying to sell sushi, we would market it as cold, dead fish.”
— Bojana Fazarinc, former marketing director, Hewlett-Packard

Think Like a Reader

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.)

Think like a reader image

Put the reader first Want to reach your reader? Think like a reader. Image by Helena Perez Garcia

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.

“I have never been so grateful to Clorox (other than for hiring me!) than I am for my company giving me an opportunity like this. It’s a once-in-a-lifetime workshop. I’m a better writer than I was even at the beginning of the 2nd day.”
— Ashley Brolin, corporate communications specialist, The Clorox Company

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 Online writing workshop in New York on Sept. 28-29
Register for communication measurement workshop in Washington, D.C. on Oct. 12-13
Register for writing workshop in Houston on Nov. 2-3
Register for Creative writing workshop in Los Angeles on Feb. 23-24, 2017
Register for persuasive writing workshop in Las Vegas on March 22-23, 2017
Register for Tight writing workshop in Washington, D.C. on April 6-7, 2017
Register for PR writing workshop in San Francisco on July 26-27, 2017

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:

  • Geneva: Sept. 13 & Nov. 29
  • 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. 28-29
  • Norfolk, VA: Oct. 10
  • San Francisco: Oct. 16 & July 26-27, 2017
  • Washington, D.C.: Oct. 12-13 & April 6-7, 2017
  • White Plains, New York: Dec. 13

Keep up with my calendar.