We all know (or at least we should know) that marketing pieces should all be about benefits, or – to put it more bluntly – “what’s in it for me?”. If you’ve just written an advertisment headline, or an email subject line, you should always try to put yourself in the shoes of the customer or prospect, and ask that question. If the headline is just a label saying what your company has done, you need to think again. The Upworthy website reckons you need to write 25 headlines (yes, 25!) for each piece, in order to reach a good one. And it can be done.
But what do we mean by “benefits” to the reader? What do we mean by “what’s in it for me?” That’s something which also merits consideration. For engineers, is a benefit to their company or their product actually “what’s in it for me”? Not necessarily. Just as with the old “nobody got fired for buying IBM“, slogan, maybe “what’s in it for them” might be peace of mind, job security, impressing their boss, or any number of more personal matters. It’s not all about the technical specifications.