What can readers do differently with your stuff?
You know you should lead with the benefits, substantiate with the features. But how?
Before:
ABC is a multitrack recording tool.
Don’t write about your stuff. Write about what your readers can do with your stuff. Focus on the benefits of your products:
Get your message heard with professional audio from ABC.
Before:
Get FREE 24/7 on-demand, emotional support, and mental health coaching via text, through the Didi app. Sign up here!
Notice that pileup on modifiers — advantages — before the feature: FREE 24/7 on-demand. That’s a lot of words to describe your product. I’m not ready to sign up, because I don’t know what’s in it for me. Solution: Write in verbs about the reader.
Stressed? Anxious? Feeling down? Are your thoughts, emotions or behavior out of control? Get relief any time, night or day, for free via text with Didi, an emotional and mental health app.
Before:
XYZ devices and solutions deliver industry-leading security to businesses of every size, while reducing IT burden across the organization.
Devices, solutions and security are features; industry-leading is an advantage. What can I do with this stuff?
Slash IT maintenance times, secure your intellectual property, and keep your private information private with XYZ security features.
Stop writing about us and our stuff.
Lead with the benefits, substantiate with the features.
How long should your message be?
Readability helps everyone — those with high literacy rates as well as low, according to new research by the Nielsen Norman Group.
When you make your writing easier to read, your audience members will read it faster, understand it better and enjoy it more.
Master a seven-step system for making every piece you write easier to read and understand at Catch Your Readers, our persuasive-writing workshop, starting on May 16.
You’ll learn how long your paragraphs, sentences and words should be. And you’ll leave with a free tool you can use to measure, monitor and manage readability.
Save up to $100 with our group discounts.
