Sometimes we get so caught up in all the wonderful things we (or our products or services) can do, that we lose sight of what we really need to be telling our audience: what's in it for them. The following advice is the first and most important rule of communications:

Our message must always be crafted
to appeal to our audience's self-interest.

What that means is that we must talk about what is good for our customers, not about why we are the greatest or what our organization needs. It means talking about benefits, not features. It means showing how our product fulfills a need -- the deeper and more urgent the need, the better. Here are some examples:

Our computers have 14-gigabyte snufflewhupters.

With 14-gigabyte snufflewhupters, you'll finish your work in time to eat dinner with your family.

Processing your claim is a detailed process that takes several weeks, so we need for you to send us your claim form as soon as possible.

We know that you're eager to get your claim check, so we've tried to make the process as fast and easy as possible. To help speed your claim along, all you have to do is fill out this simple form and send it back to us in the stamped envelope we've provided. You can expect to receive your claim check in four weeks.

Our carrots are loaded with vitamins.

You'll be able to see in the dark with Better Bunny carrots.

All it takes to communicate in the interests of our audience is to look at what we're offering from their perspective. It's a change in thinking that will pay off in your bottom line.

Want help in casting your message in terms of your audience's self-interest?
Send me a note now at:

NEW! You can learn how to write more persuasively. Free and friendly advice at my blog at

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