Because nouns are features, not benefits
Remember Verb, the superhero on “Schoolhouse Rock”? He was great because he could do so many things.
His theme song went like this:
I get my thing in action (Verb!)
To be, to sing, to feel, to live (Verb!)
That’s what’s happenin’
I put my heart in action (Verb!)
To run, to go, to get, to give (Verb!)
(You’re what’s happenin’)
Well, guess what? Benefits are verbs, not nouns. So when you’re writing about things, you’re not writing about benefits.
Benefits writing takes Verb.
Think Like a Reader
Move people to act
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.)
Move readers to act with a four-step process for giving people what they really want.
At Catch Your Readers — our two-day hands-on persuasive-writing master class on May 1-2 in Denver — 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.
PRSA members: Earn 4 APR maintenance points!
Save $100 when you register by March 1.
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