by David Tandet Emphasizing benefits over features is a basic marketing principle that’s easy to forget. Invest three seconds and you’ll remember to apply it. Many of you are familiar with the marketing principle that it is better to emphasize benefits rather than features. Do you remember to use it? I treasure three seconds that [...]

by David Tandet Immediate, in-sync double takes was the reaction a few of us had one day when we saw the words “The LAST Things We’d Ever Do” on the side of that latest LA WEEKLY. Turns out it was their annual “Best of L.A.” issue. Well it’s a great title. Got OUR attention, for [...]

by David Tandet 1. Numbers give readers something to hang their hats on. We humans are programmed to relate to organized categories. When it comes to learning, we process organized material faster and more completely. If the information you’re providing lends itself to being outlined, why not help your readers out? 2. People want gems [...]

(Or, how I spend my once-a-month for 2 or so hour Thursday vacations.) by David Tandet These are the emails that found their way to the in-boxes of the respective members of our writers group last Wednesday: We’re still on for Thursday, right? (Kevin) Yep! (Joy) Totally!!!!!!!!!!!!!!!!(Debra) mmm . . . (Just kidding – wouldn’t [...]