Start with the Benefits PDF Print E-mail

  • There are four good reasons for writing this way:

            — The reader doesn't have to read the entire section to get the message;

            — If the message is interesting, the reader will keep reading;

            — The reader can quit reading any section at any time and still come away with the message; and

            — If you get stuck for space, you can "cut from the bottom" the way newspaper editors do.

If you start with a benefit statement, which you may think should be your conclusion, you are more likely to grab your readers and keep them interested. If that opening statement grabs them, the chances are greater that the remainder of what you say will be read. And that means that your chances of getting your message through are greater.


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