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Chapter 5. Write to Sell with a Five-Ste... > List Benefits from Your Readers’ Vie...

List Benefits from Your Readers’ Viewpoint

“Benefits, benefits, benefits” is the mantra of salespeople. Fast food is popular not because low-paid personnel save owners money but because drive-through windows save customers time. The lesson: Be sure to present arguments from your readers’ viewpoint, not your own.

“Topics to be covered include why this plan was selected, how it will save you time and money, and what impact it will have on your choice of doctors and other healthcare providers.”


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