Re: Shazam! You're a marketing writer!

Subject: Re: Shazam! You're a marketing writer!
From: jlshaeffer -at- aol -dot- com
To: techwr-l -at- lists -dot- techwr-l -dot- com
Date: Tue, 05 May 2009 14:14:07 -0400


1. The benefits are what make it exciting to your audience. The story is about solving their problems and increasing their wealth.
2. The mantra I learned was Feature > Function > Benefit. Never mention a feature or its function without pinning down its benefit to the audience (What's in it for ME?)
3. Be annoyingly obvious about the benefit. Do not assume that the audience will connect the dots for you.
4. . As for:

"Trade-Mangler IV users enjoy direct connectivity via the S.W.I.F.T network and
I.S.O protocol to custodian banks."
There's no benefit to be seen there.






Jim Shaeffer


Ha! I kinda get the idea.

However, how do I balance it with the notion of emphasizing benefits, which
someone wrote to me privately, and which also sounded convincing?

I'll be working on it, and will report back.

On May 5, 2009, Jay Maechtlen <techwriter -at- covad -dot- net> wrote:



You're telling an exciting story.
To ten-year-olds.







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References:
Re: Shazam! You're a marketing writer!: From: Nancy Allison

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