Friday, August 05, 2005

What's in it for me part 2: The sequel

Kind of eery that I found an article about how to effectively communicate the benefits of your services to people in light of my post on Tuesday, but here it is, from

The author's point is that it takes more than just describing your services' benefits to people to get them to listen. You also have to put those benefits in context so that your customers can clearly see that you understand the problem you are trying to solve for them. To make your publicity materials jump out to people, spell out the big picture. The author's example is that using the phrase "streamlined project management" is not nearly as effective as stating, "No more chasing people down every time you need to know who's done what and how much." So, to use our examples from Tuesday, instead of saying, "Librarians can save you time," or, "Librarians can help you get better grades," how about, "You don't have to pull an all-nighter the day before a paper is due to get a good grade. Ask a librarian for help!" (or something like that anyway).

There are other tips too, like making your copy focused and clear. I really liked the idea of adding context though, which I think is lacking in our promotional materials here. I'll have to play around with that idea some more!

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