{"id":14412,"date":"2022-05-02T01:00:36","date_gmt":"2022-05-02T05:00:36","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=14412"},"modified":"2024-01-16T09:11:07","modified_gmt":"2024-01-16T13:11:07","slug":"benefits-not-features","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/05\/benefits-not-features\/","title":{"rendered":"How to find benefits, not features"},"content":{"rendered":"<h2>Ask these questions in the interview<\/h2>\n<p>Having trouble finding reader benefits? Maybe you need to ask different questions.<\/p>\n<figure id=\"attachment_29403\" aria-describedby=\"caption-attachment-29403\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29403\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/benefits-not-features\/benefits-not-features\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"benefits-not-features\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Try prompting &lt;\/strong&gt; \u201cThat means you will \u2026\u201d to get the information you need to turn features into benefits. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/group-of-people-forming-a-question-mark-gm520224962-90892811&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by mattjeacock&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features.png\" alt=\"Benefits not features\" title=\"Benefits not features\" width=\"450\" height=\"300\" class=\"size-full wp-image-29403 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29403\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/benefits-not-features\/benefits-not-features\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"benefits-not-features\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Try prompting &lt;\/strong&gt; \u201cThat means you will \u2026\u201d to get the information you need to turn features into benefits. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/group-of-people-forming-a-question-mark-gm520224962-90892811&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by mattjeacock&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features.png\" alt=\"Benefits not features\" title=\"Benefits not features\" width=\"450\" height=\"300\" class=\"size-full wp-image-29403\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-not-features-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-29403\" class=\"wp-caption-text\"><strong>Try prompting <\/strong> \u201cThat means you will \u2026\u201d to get the information you need to turn features into benefits. <a href=\"https:\/\/www.istockphoto.com\/photo\/group-of-people-forming-a-question-mark-gm520224962-90892811\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by mattjeacock<\/em><\/a><\/figcaption><\/figure>\n<h3>Ask your subject matter experts:<\/h3>\n<ul>\n<li>What happens if our customers buy this product or service?<\/li>\n<li>What happens if they don&#8217;t?<\/li>\n<li>What happens if members of the community get behind this public policy?<\/li>\n<li>What happens if they don&#8217;t?<\/li>\n<\/ul>\n<p>Or take a tip from Kelly Parthen, PR manager at Agilent Technologies. She keeps asking her subject matter experts: \u201cSo what?\u201d \u201cSo what?\u201d \u201cSo what?\u201d Eventually, they get to the benefit.<br \/>\nKeep asking, and you&#8217;ll hit benefits like:<\/p>\n<h5 class=\"standalone\">They&#8217;ll be able to watch twice the TV in half the time.<\/h5>\n<h5 class=\"standalone\">They&#8217;ll ensure that their children&#8217;s school buildings aren&#8217;t constructed of corrugated cardboard.<\/h5>\n<h5 class=\"standalone\">They&#8217;ll get the body of Kendall Jenner while following an all-Twix-bar diet.<\/h5>\n<p>However you find them, benefits will make your products, services and ideas \u2014 not to mention your copy \u2014 more relevant and valuable to your reader.<\/p>\n<h3> That means you will\u2026 <\/h3>\n<p>Having trouble finding your benefits?<\/p>\n<p>Try prompting your subject matter expert with the line \u201cthat means they will \u2026\u201d The end of that sentence is likely to be a benefit.<\/p>\n<p>Your subject matter expert says, \u201cWe can handle our client\u2019s internal audit functions.\u201d<\/p>\n<p>You say, \u201cThat means our clients will \u2026\u201d<\/p>\n<p>Your subject matter expert says: \u201cThat means our clients will free up their own employees for bottom-line projects and better control the costs of producing internal audits.\u201d<\/p>\n<p>Now you\u2019re talking benefits.<\/p>\n<h3> Present your benefits, too. <\/h3>\n<p>\u201cThat means you will \u2026\u201d also makes a great way to present your benefits:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">XYZ Company can manage your internal audit function.\u00a0<strong>That means your management team will<\/strong>\u00a0no longer have to worry about day-to-day responsibilities like recruiting, training, planning, execution, reporting, or methodology.\u00a0<strong>And that means you can<\/strong>\u00a0focus management talent, capital funds, overhead, and other resources on your core business. \u2026<\/p>\n<p>You can also introduce a list of benefits with \u201cThat means you will \u2026\u201d:<\/p><\/div>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">XYZ Company can handle all aspects of your internal audit.\u00a0<strong>That means<\/strong>\u00a0<strong>your company will<\/strong>:<\/p>\n<ul>\n<li><strong>Control costs<\/strong> by buying services only when you need them \u2014 instead of paying a staff during slow times as well as peak periods.<\/li>\n<li><strong>Cut administrative expenses.<\/strong> We\u2019re responsible for the costs of recruiting, training and managing \u2014 those costs don\u2019t affect your bottom line.<\/li>\n<li><strong>Gain full access to XYZ Company\u2019s technology, training and global presence<\/strong> \u2014 while the costs for those investments remain on our books, not yours.<\/li>\n<li><strong>Reduce travel costs.<\/strong> Our global presence means we can tap local talent virtually anywhere in the world.<\/li>\n<\/ul>\n<p>In short, with XYZ Company by your side,\u00a0<strong>you can<\/strong>\u00a0increase quality while maintaining \u2014 or even\u00a0<em>reducing<\/em>\u00a0\u2014 expenses.<\/div>\n<p>Try it.<\/p>\n<div id='MMC-Persuasive' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-82\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Move readers to act with persuasive writing<\/h3>\r\n\t\r\n<p>Your readers are bombarded with the data equivalent of 174 newspapers \u2014 ads included \u2014 every day, according to a study by USC\u2019s Annenberg School for Communication.<\/p>\r\n\t\r\n<p>In this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\n<p>Learn how to write more engaging, persuasive messages at our <a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Ask these questions in the interview<\/p>\n","protected":false},"author":6,"featured_media":29403,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[392],"tags":[219,195,190,116,197],"class_list":{"0":"post-14412","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-benefits-writing","8":"tag-benefits","9":"tag-persuasion","10":"tag-research","11":"tag-think-like-a-reader","12":"tag-wiifm","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to find benefits, not 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