Good marketing communications are about the reader, not the writer
Describing product features? Remember the benefits.
Appeal to the head, gut, and heart of your audience
Putting information in "buckets" helps customers absorb your message
How to "argue from strength"
Avoid asking questions that can be answered "No"
Promoting an intangible service? Give prospects an STB (Something to Buy)
Turn your fundraising "ask" into an "offer"
Take this shortcut into customers' minds
Stand out from the clutter with a Unique Selling Proposition
So Many Different Ways to be Unique
Finding that unique benefit sometimes takes a little digging