Steal writing tips from the author of How to Win Friends and Influence People
I was coaching a communicator for a health insurance plan the other day. The headline for her news story:
Provide Care to XYZ Members
Oy! If only “Do it ‘cause I said so” messages actually worked. That would make my life a lot easier! But nobody’s swayed by a scream. So I reminded my client of Dale Carnegie. In 1936, the author of How to Win Friends and Influence People wrote:
“There is only one way under high heaven to get anybody to do anything. By making the other person want to do it.”
So, Carnegie wrote:
“Before you [communicate], pause and ask yourself: ‘How can I make this person want to do it?’”
How can you make your readers want to do what you want them to do? That’s your headline.
Think Like a Reader
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