The common think is your reader is looking to solve a problem or get a desired result.



Okay. But pull that string a little more and you find out that your reader is actually looking for benefits. The mantra that runs through every reader's mind is: Why should I use your product? What will it do for me?

Answer the question up front and she's hooked.

How do you do that?

The first thing you have to do is look at your product or service the way she does. Doing that forces you to present the benefits up front. When you start off with the benefits, she'll be interested. Moreover, if you combine features into your benefits-rich presentation, she'll be persuaded.

Where could you use it? Commercial advertising, promotional sales.

This has everything to do with advertising and selling to the consumer. Advertising and business go hand in hand because nothing happens in business until someone buys your product. We shake our heads in agreement with that. It's so obvious. Yet take a look at your advertising and promotion communications. Are they packed with benefits? And do you only add features that show how the reader gets those benefits?

I'll tell you a story. I was in a hardware store looking for furniture polish. Confronted with so many brands, I didn't know which one to chose. I wanted a package to make up my mind for me. One did. It clearly stated the benefit I wanted. I picked it up and read further. Yep! Exactly what I wanted. Turned it over; read the instructions. Ah hah! Easy to follow plus it reinforced the benefit. I bought it plus another product by the same manufacturer.

Another time I wanted to hang a bookshelf. My brother-in-law told me what hardware to buy. When I went to the hardware store, the wise clerk asked me what I was trying to do. I told him.

"What kind of shelving?" he asked me. I told him.

"What kind of walls do you have?" I told him that too.

He gave me exactly what I needed to get the result I wanted. That's salesmanship at work. But what if you're not personally there? Your message takes your place.

In fact your message - the benefit - has to shout! In the first incident I told you about, that's exactly what the package did. Benefits on the front and repeated on the back. Benefits were even added to the directions: wipe clean, let set, and admire.

How else can you use it?

Instruction booklets or assembly sheets are part of integrated advertising promotion and marketing communication. Imagine a headline that reads: "Follow these simple instructions and you'll soon be enjoying ..." Or, picture an instruction manual that has a section entitled "I want to ..." (filling in what the reader wants to accomplish). Wouldn't that be helpful? You bet! And who is he going to refer his friends to?

Labels, cartons, and product sheets. Ignored areas to list benefits. I'll give you an example. I'm looking at the box for a Norwood TV. It says: "Norwood Micro. 23" LCD Television. HDTV Ready / Multiple Video and Computer Inputs / One Year Limited Warranty / etc." There's a big picture of the TV on the carton. What's wrong with that carton? It's all about features.

Instead, how about: "Norwood Micro (next line) Everything You're Looking For ... Guaranteed!" List the features after that with bullets. What do you think about that? Headline the benefits first! Not only that, everyone who sees that carton sees the company and the benefits. Instant viral marketing!

Another one: instead of "Wigglee's Rubber Bands / 24 count" how about "Wigglee's Rubber Bands / They won't break! (next line) 24 count". Guess who that company calls the next time they need to order rubber bands?

It's the business writer's job to keep the benefits visible. Give the reader what he or she is looking for. And take advantage of every opportunity to drive the benefits into the reader's mind.