Features tell, benefits sell
IN this age of instant everything, full of sound bites and information overload, creating ‘sticky’ and actionable communication is key to business growth, writes Tamara Jacobs.
We need to do a 180 when delivering information – it is no longer a case of educate to motivate – if someone doesn’t care, they are not going to engage. We must flip the sequence and motivate in order to educate. With time as the new currency, people need to hear the “why” before they will invest in the “what,” – a concept I like to call “the role of receivership.” Put yourself in the shoes of the listener/reader: It’s never about what you want to say, it’s about what they need to hear/read in order to get them (individuals, teams and companies) to act on your information.