INSTRUCTOR-LED ONLINE COURSES

Include WIIFR to sell benefits

What’s In It For the Reader

Let’s face it. Most writers think a benefit speaks for itself. After all, doesn’t “our new user-friendly bank statement” sound like a great service?

But the average reader is going to think, “Oh yeah?? Prove it!” The writer needs to explain that the slightly bigger font size means less eye strain. AND a better chance of spotting fraud in the bank statement. That’s WIFFR!

So first, your employees will learn to explain how their services, requests, and main points can improve their readers’ lives.

Sound likable and easy to work with

Keep It Real

To sound persuasive, your employees don’t have to sound like marketing professionals. They do, though, have to sound like real people. Real people who are likable and easy to work with.

So second, your employees will learn to use persuasive writing techniques like:

Choosing words that show possibilities

to sound positive

Avoiding out-of-date phrases like “please do ..x..”

to sound less bossy

Using “you” and “your” more often

to sound conversational instead of lecturing

Ignoring spell check’s ridiculous advice to avoid contractions

to sound natural

Using sentence fragments intentionally

to imitate the way we talk

Choosing everyday words instead of corporate clichés

to sound genuine