Focus your messages on the WIIFM
Quick! Which would you rather read?
You probably prefer the second one. And so would your readers.
I coached a group of Public Relations Society of America members last week to help them draw readers in with reader-centric messages. Here’s what we did:
1. Focus on the benefits — not on the features.
The original focuses on grants and the organization:
The revision focuses on what the grants will do for communities:
2. Write about people — not about things.
The original focuses on a program:
The revision focuses on what people can do with the program:
3. Write about the impact, not the event.
The original focuses on the event — an awards announcement:
The revision focuses on the impact — what these awardees did to be honored:
Transform your writing
Would you like training and coaching to transform your messages from meh to mesmerizing? Join us at Wylie’s Writing Lab.