What to write when features are objectives

Especially in business messages aimed at employees and/or suppliers, there aren’t any features at all to help persuade them to buy into your objectives – at least nothing as easy to identify as an “AL-alloy metal frame with HK-147 PVC compound, polyurethane seat and back rest,” for example.

What to write when features are objectives

We can show the competition how the job really should be done…

Objectives: features that can be persuasive benefits

Even though objectives are intangible, to all intents and purposes we can treat them as features … so we can then make the conversion from feature/objective (what something is) to a persuasive benefit (what it does for you) just as we can when the feature is as tangible as an AL-alloy frame.

Take a look down this list. In it I have identified a range of features/objectives which most of us are obliged to make into messages at some time or another, and I’ve then supplied some benefits to help make each more persuasive. The feature/objective is in bold with suggested benefit/benefits underneath…

Inform
Increase your knowledge
Make sure you’re up to speed
Give you the edge over our competitors

A new concept or process
When we adopt this, your job will be easier and smoother to run
You’ll never have to waste time doing tedious (whatever) again
Because it saves time, this means you can grow your work skills if you want to

Training
Improve your skills and abilities so you are better at what you do
Gain useful transferable skills to further your career
Help you get the best from your job now

Rebuke
Be aware of how serious such a problem can be
Learn from the experience so you’ll see it coming next time
Improve your problem-solving skills

Complain
Help you to be aware instantly when a problem arises
Help you raise the standard of your performance and that of our team
Means you’ll give even better service next time

Entertain
Welcome chance to relax and have fun at company’s expense
Opportunity to get to know your colleagues better
Develop work friendships to help your team work more cheerfully and effectively

Calm
Despite these being troubled times we are secure here in this company
Your job is safe
You’ll be relieved to hear that (whatever)

Sympathize
You know that we understand how difficult the business is right now
Your extra efforts are deeply appreciated by management
Thank you for your loyalty – that matters so much to everyone

Reassure
The company is safe and so is your job
You can check for yourself by reading the current company accounts
We have big plans for the future and we want you to be there to share them with us

Energize
Our new orders mean we’re going to be busy – great news for our future
We’ve got a lot to do this week but we can hack it – together
When this rush is over, we’ll all go out for a beer and a breather

Motivate
If we keep going at this rate there will be good bonuses for everyone this year
We can show the competition how the job really should  be done
Anyone else is doing the job, but we are all true professionals

Uplift
You are our key people and your contributions are critical
Our customers truly appreciate you and your service – read these testimonials
You can be proud of our team – and of yourselves

And so-on. My persuasive examples may be well off-beam for what you need in your particular business or organization, but at least they will get you thinking in the right way.

So when you need to write the benefits for “you” in features which are intangible objectives, don’t panic … just check out this list

What other objectives can you think of that are convertible as features, into persuasive benefits? Please share!

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