‘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.
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….
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.
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.
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?
Ask about piggybacking on my upcoming engagements in: