The key difference between business voice, and employee voice?

It sells benefits and how much better your life is going to be after the fact.

Not what qualifies it to make the offer, and how meticulous its processes are.

It doesn’t need to. It knows what it's got. It knows who wants it. And it knows what they want from it.

Let’s put it like this.

Coca-Cola doesn’t bother telling you how good its product tastes. Or linger over its production systems and scale of operation to assure you it’s a quality product.

It goes straight for how good you’re going to feel when consuming it.

It sells you ‘That Coca-Cola feeling’.

Admittedly, that stems from the inclusion of cocaine in the original recipe, but that’s by-the-by.

Amazon doesn't emphasise the products, it lays on with the convinience and near instant gratification.

These are big steps away from what they 'are' and they're very good examples of selling benefits i.e. something beyond the outcome.

Anyway, something to think about next time you write something.