PR, Writing, and Marketing Agency Corporate Culture: Think big (episode #49)

“Position the customer’s ‘gain’ as the direct object of the sentence,” Flint McGlaughlin taught in Headline Examples: 3 ways to load your predicate with value (https://meclabs.com/course/sessions/headline-examples/). I thought of this lesson when I heard a lesson from this episode’s guest – “charge what it is worth, not what it costs.” You can only charge what it is worth if the customer perceives that value. To help them perceive the value, your messaging must emphasize the customer’s gain. ...