{"id":15956,"date":"2022-05-01T01:00:31","date_gmt":"2022-05-01T05:00:31","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=15956"},"modified":"2024-01-16T09:11:49","modified_gmt":"2024-01-16T13:11:49","slug":"benefits-of-the-product","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/05\/benefits-of-the-product\/","title":{"rendered":"Avoid fake benefits of the product"},"content":{"rendered":"<h2>No \u2018Pat yourself on the back for choosing us\u2019<\/h2>\n<p>\u201cClean your face,\u201d demands a hotel soap wrapper. <em>No, YOU clean YOUR face<\/em>! I want to respond.<\/p>\n<figure id=\"attachment_29394\" aria-describedby=\"caption-attachment-29394\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29394\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/benefits-of-the-product\/benefits-of-the-product\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product.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-of-the-product\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Something&#8217;s wrong here&lt;\/strong&gt; \u2026 How can you tell real benefits from fake ones? &lt;em&gt;&lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/pair-joke-wind-chattering-teeth-on-42552637&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;Image by RTimages&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product.png\" alt=\"Benefits of the product\" title=\"Benefits of the product\" width=\"450\" height=\"300\" class=\"size-full wp-image-29394 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product-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=\"29394\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/benefits-of-the-product\/benefits-of-the-product\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product.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-of-the-product\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Something&#8217;s wrong here&lt;\/strong&gt; \u2026 How can you tell real benefits from fake ones? &lt;em&gt;&lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/pair-joke-wind-chattering-teeth-on-42552637&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;Image by RTimages&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product.png\" alt=\"Benefits of the product\" title=\"Benefits of the product\" width=\"450\" height=\"300\" class=\"size-full wp-image-29394\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/10\/benefits-of-the-product-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-29394\" class=\"wp-caption-text\"><strong>Something&#8217;s wrong here<\/strong> \u2026 How can you tell real benefits from fake ones? <em><a href=\"https:\/\/www.shutterstock.com\/image-photo\/pair-joke-wind-chattering-teeth-on-42552637\" rel=\"noopener noreferrer\" target=\"_blank\">Image by RTimages<\/a><\/em><\/figcaption><\/figure>\n<p>I\u2019ve been seeing a lot of messages like these: messages that sound like benefits but that really are not. Fake benefits.<\/p>\n<p>These fake benefits mirror the structure of benefits messages \u2014 Do\/this (Save\/money) \u2014 but not their spirit. Instead, the structure of fake benefits is \u201cNon-benefit-focused verb\/feature.\u201d<\/p>\n<p>The structure of benefits messages is:<\/p>\n<h5 class=\"standalone\">Do\/this<\/h5>\n<p>For instance:<\/p>\n<h5 class=\"standalone\">Save\/money<\/h5>\n<p>The structure of fake benefits is:<\/p>\n<h5 class=\"standalone\">Non-benefits-focused verb\/feature<\/h5>\n<p>For instance:<\/p>\n<h5 class=\"standalone\">Enjoy\/our new product<\/h5>\n<p>To move readers to act, avoid these three types of fake benefits.<\/p>\n<h3>1. Get our product.<\/h3>\n<p>Yesterday, I received an email with this subject line:<\/p>\n<h5 class=\"standalone\">\u201cLearn more about New Media Gateway\u201d<\/h5>\n<p>While that looks like a benefits statement \u2014 it starts with a verb and the implied \u201cyou,\u201d after all \u2014 it\u2019s actually\u00a0a fake benefits statement. Its real subject is not the reader, but the communicator&#8217;s organization.<\/p>\n<p>Instead of using your verb to point to your product, service, program or idea, write about what readers can do with your product, service, program or idea.<\/p>\n<h3>2. \u2018Congratulations on choosing us.\u2019<\/h3>\n<p>We tend to send these messages out after we win an award: \u201cPat yourself on the back for choosing us.\u201d<\/p>\n<p>With these benefits, we\u2019re really writing about how great we are:<\/p>\n<h5 class=\"standalone\">Get XYZ feature.<\/h5>\n<h5 class=\"standalone\">Reap many rewards.<\/h5>\n<h5 class=\"standalone\">Rely on our 75 years of experience.<\/h5>\n<h5 class=\"standalone\">Value the attention we pay to detail.<\/h5>\n<h5 class=\"standalone\">Appreciate our dedication to accuracy.<\/h5>\n<h5 class=\"standalone\">Pat yourself on the back for choosing us.<\/h5>\n<p>Instead, write about how the readers\u2019 lives will be different because they chose you.<\/p>\n<h3>3. Go to your room.<\/h3>\n<p>We learned the imperative voice as the command voice in high school. And it can be a command: <em>Go to your room. Make your bed. Take out the trash.<\/em><\/p>\n<p>But you use the imperative voice to move people to act, make it the invitation voice \u2014 not the command voice: <em>Save money. Make money. Save time. Avoid effort.<\/em><\/p>\n<p><strong>Avoid the command voice.<\/strong> These messages are actually tasks:<\/p>\n<h5 class=\"standalone\">Take our class.<\/h5>\n<h5 class=\"standalone\">Stop by our booth.<\/h5>\n<h5 class=\"standalone\">Attend our conference.<\/h5>\n<h5 class=\"standalone\">Subscribe to our ezine.<\/h5>\n<h5 class=\"standalone\">Sign up for our webinar.<\/h5>\n<p><strong>Make it the invitation voice instead.<\/strong> Rather than tell readers what to do, let them know what they\u2019ll get when they do it:<\/p>\n<h5 class=\"standalone\">Learn to double your income when you take our class.<\/h5>\n<h5 class=\"standalone\">Get a chance at a free Apple Watch when you stop by our booth.<\/h5>\n<h5 class=\"standalone\">Network with peers \u2014 maybe even meet your next boss \u2014 when you attend our conference.<\/h5>\n<h3>Nix \u2018get our feature.\u2019<\/h3>\n<p>The hardest part of crafting a benefits statement is finding the benefit, not writing the line.<\/p>\n<p>So dig in. Think. Don\u2019t be satisfied with a statement like \u201cGet our feature.\u201d Learn enough about the subject you\u2019re writing about and your audience members to figure out what the former will do for the latter.<\/p>\n<p>Remember what you learned in kindergarten: When you cheat, you only hurt yourself. But when you cheat on benefits statements, you hurt yourself, your readers and your organization.<\/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>\u2018Pat yourself on the back for choosing us\u2019<\/p>\n","protected":false},"author":6,"featured_media":29394,"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":[219,195,197],"class_list":{"0":"post-15956","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-wiifm","11":"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>Avoid fake benefits of the product<\/title>\n<meta name=\"description\" content=\"Something\u2019s wrong 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