Meet your new BFF, Verb

Because nouns are features, not benefits

Remember Verb, the superhero on “Schoolhouse Rock”? He was great because he could do so many things.

Write in verbs, not nouns

Show readers in action Write about readers using your product, service, program or idea — not about the product, service, program or idea itself. Image by Drew Graham

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.

Beef up your benefits with Verb >>>

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“‘Here’s what our product can do’ and ‘Here’s what you can do with our product’ sound similar, but they are completely different approaches.”
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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 - Ann Wylie’s persuasive-writing workshop on May 1-2, 2018 in Denver

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