Avoid fake benefits

‘Pat yourself on the back for choosing us’

“Clean your face,” demands a hotel soap wrapper. No, YOU clean YOUR face! I want to respond.

Avoid fake benefits

‘Clean your face’ is not a benefit How can you tell real benefits from fake ones? Image by Kristina Balić

I’ve been seeing a lot of messages like these: messages Avoid fake benefitsthat sound like benefits but that really are not. Fake benefits.

These fake benefits mirror the structure of benefits messages — Do/this (Save/money) — but not their spirit. Instead, the structure is “Non-benefit-focused verb/feature.”

To move readers to act, avoid these three types of fake benefits….

Three fake benefits to avoid >>>

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

Think Like a Reader

To move people to act, give them what they really want

It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The topic is never the topic. The reader is always the topic.

Catch Your Readers

Would you like your treat now … or later? To reach your audience, give them what they want — not what you wish they wanted. Image by Pete Bellis

Indeed, 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. Which is fine, as long as you’re talking to yourself.)

But at Catch Your Readers our two-day persuasive-writing master class on Nov. 16-17 in Kansas City — you’ll learn a four-step process for moving readers to act by giving them what they really want.

Specifically, you’ll learn how to:

  • Take advantage of the formula readers use to determine which messages to pay attention to (and which to toss).
  • Tap two rewards of reading you can use to boost audience interest in your message.
  • Answer the No. 1 question your reader is asking, regardless of your topic, medium or channel.
  • Make a two-minute perspective shift to focus your message on the value to readers — not on “us and our stuff.”
  • Use a three-letter word that magically makes your message more relevant to your readers.

Last chance to save $100: Get your early bird ticket by Oct. 16.

“Ann’s knowledge, experience, research and talent can help any writer tangibly improve. She delivers it all dynamically and gives you plenty of useful materials to take with you.”
— Steve McGrath, vice president, Brodeur Partners

Polish your skills at these 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 Readers in Kansas City: Ann Wylie’s persuasive-writing workshop in Kansas City on Nov. 16-17, 2017

Last chance in 2017!
Kansas City | Nov. 16-17

Register for Write For The Web and Mobile: Ann Wylie’s online-writing workshop in Miami on Dec. 11-12, 2017

Miami | Dec. 11-12

Register for Get Clicked, Read, Shared & Liked - Ann Wylie's social media-writing workshop on Feb. 6-7, 2018 in Los Angeles

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Los Angeles | Feb. 6-7, 2018

Register for NOT Your Father’s News Release - Ann Wylie's PR-writing workshop on March 19-20, 2018 in Santa Fe

Santa Fe | March 19-20, 2018

Register for Cut Through the Clutter - Ann Wylie's concise-writing workshop on April 17-18, 2018 in New York

Only chance in 2018!
New York | April 17-18, 2018

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:

  • Atlanta: Nov. 13-14, 2017 & Sept. 10-11, 2018
  • Chicago: June 12-13, 2018
  • Dallas: Oct. 16-20 & Oct. 2-3, 2018
  • Denver: May 1-2, 2018
  • Kansas City: Nov. 16-17
  • Los Angeles: Feb. 6-7, 2018
  • Memphis: Nov. 2
  • Miami: Dec. 11-12
  • New York: April 17-18, 2018
  • Portland: July 25-26, 2018
  • Roseville, CA: Oct. 24
  • Santa Fe: March 19-20, 2018
  • Washington, DC: Oct. 31 & Nov. 7-8, 2018

Keep up with my calendar.

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