If you are writing about the programs, services, products, components, and characteristics of what your organization offers, you are focusing on the features. If you find yourself describing WHAT you do and HOW you do it, you are doing a great job  of telling your readers the specifics of what to expect to find at your organization.

But that’s not really what they want to know! At least not at first.

Sure, they may say something like: “What do you all do?”

But they really mean: “How do you benefit me, my community, and the world?” “Why should I care?”

They really want to know about the benefits that result from the features you offer. They want you to answer the question: “So what?”

In Writing Wednesdays this week, we discussed the difference between features and benefits and found ways callers could begin to make that essential shift. This is one of the 3 keys to great copywriting!

Those who called in went through a brief exercise of considering what they offer and what difference that makes to their readers. We heard from a jobseeker and a mental health practitioner and offered feedback.

The exercise and recording are now available, as well as recordings of all past Writing Wednesdays calls. Share them with colleagues (they’ll thank you for it)!

Join us for the next Writing Wednesdays call on June 6 (topic: websites). Learn more here.

PS: Want to have your say about what we’ll discuss in future calls? Fill out this 2-question survey.