{"id":33328,"date":"2024-01-17T10:11:08","date_gmt":"2024-01-17T14:11:08","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=33328"},"modified":"2024-01-17T10:59:28","modified_gmt":"2024-01-17T14:59:28","slug":"write-to-and-about-your-readers","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2024\/01\/write-to-and-about-your-readers\/","title":{"rendered":"Write to and about your readers"},"content":{"rendered":"

Focus your messages on the WIIFM<\/h2>\n

Quick! Which would you rather read?<\/p>\n

\"Write

Itron, Inc. (NASDAQ: ITRI), which is innovating the way utilities and cities manage energy and water, announced that it\u2019s working together with Maryland\u2019s largest gas and electric utility,\u00a0Baltimore Gas & Electric\u00a0(BGE), to connect and manage 260,000 Itron smart streetlights across the utility\u2019s service territory. This will help\u00a0reduce energy consumption and enhance the wellbeing and safety of the community<\/strong>.\u00a0BGE will use its existing Itron multi-purpose IIoT network to connect the smart streetlights, which are expected to be deployed through 2026.<\/div>\n

Or:<\/p>\n

A group of thugs approaches you as you\u2019re walking home late at night. The streetlights suddenly get brighter \u2014 and dial 911 for assistance.<\/p>\n

Soon Baltimore streets will be lined with 260,000 Itron smart streetlights. They\u2019ll conserve energy, reduce light pollution, decrease traffic jams \u2014 even call an ambulance if you get in a wreck.<\/p><\/div>\n

You probably prefer the second one. And so would your readers.<\/p>\n

I coached a group of Public Relations Society of America members last week to help them draw readers in with reader-centric messages. Here\u2019s what we did:<\/p>\n

1. Focus on the benefits \u2014 not on the features.<\/h3>\n

The original focuses on grants and the organization:<\/p>\n

More than $6 million in grant funding is being distributed to groups across Georgia for the planting and care of trees. The Trees Across Georgia (TAG) program, in partnership with the Georgia Forestry Commission and US Forest Service, encourages projects that increase the benefits of tree canopy.<\/div>\n

The revision focuses on what the grants will do for communities:<\/p>\n

Did you know that trees reduce floods? Increase the value of your home? Even cut the number of crimes in your community?<\/p>\n

Soon Georgia communities will have millions more trees, thanks to \u2026<\/p><\/div>\n

2. Write about people \u2014 not about things.<\/h3>\n

The original focuses on a program:<\/p>\n

AWC\u2019s Certificate of Municipal Leadership (CML) program recognizes mayors and councilmembers for accomplishing training in five core areas. The trainings offered by AWC provide city elected officials with the knowledge they need to effectively operate within the law, plan for the future, secure and manage funds, foster strong relationships, and work to build more equitable communities.<\/div>\n

The revision focuses on what people can do with the program:<\/p>\n

Mayors and councilmembers: Learn new ways to operate more effectively within the law, foster stronger relationships, and build more equitable communities.<\/div>\n

3. Write about the impact, not the event.<\/h3>\n

The original focuses on the event \u2014 an awards announcement:<\/p>\n

For the first time in the 35-year history of the Heroes, Saints & Legends Awards, all three honorees are women. The Foundation of Wesley Woods will present the awards at their Heroes, Saints & Legends Gala on September 5, 2024. The annual event honors individuals who have transformed Atlanta\u2019s community through a lifetime of achievement and commitment to leadership, service, and philanthropy.<\/div>\n

The revision focuses on the impact \u2014 what these awardees did to be honored:<\/p>\n

They fed the hungry. They sheltered the homeless. They visited the sick, elderly and isolated.<\/div>\n

Transform your writing<\/h3>\n

Would you like training and coaching to transform your messages from meh<\/em> to mesmerizing? Join us at Wylie\u2019s Writing Lab<\/a>.<\/p>\n

\n\t\t\t