I recently attended a lecture entitled "Why Do We Love Hot Places?"
Since I live in Phoenix, the title of the talk certainly piqued my interest. I expected to hear about the lure of sunshine and the growth of the Sunbelt states. Or at least some rationale of why we humans prefer heat to cold.
Instead, the speaker strayed off topic.In fact, he didn't deliver on the promise of his talk, save for a snide comment or two about the desert's "dry heat."
He broke a cardinal rule that we as communicators should always heed: deliver on the promise of your headline. It's the very reason the reader keeps reading.
Since I live in Phoenix, the title of the talk certainly piqued my interest. I expected to hear about the lure of sunshine and the growth of the Sunbelt states. Or at least some rationale of why we humans prefer heat to cold.
Instead, the speaker strayed off topic.In fact, he didn't deliver on the promise of his talk, save for a snide comment or two about the desert's "dry heat."
He broke a cardinal rule that we as communicators should always heed: deliver on the promise of your headline. It's the very reason the reader keeps reading.
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