Most everything we write in business, from news releases to budget plans, seeks to prompt a response. In a news release, we want the editor or reporter to do a story on the latest development at your company. In a budget proposal, we want the senior leadership or board of directors to fund a new initiative.
Persuasion is the key element of success in business and in writing. Stressing the benefits instead of features is usually more persuasive. Your target audience cares more about what your product or service will do for them versus how many bells and whistles might be attached.
Features may attract, but people buy benefits. “Relax while you’re on vacation while our state-of-the art, digital alarm system with remote back-up capability and 10-bit memory chip protects your home and valuable possessions.” What is more persuasive, the specifics of the digital system or relaxing on vacation?
