Leave Them Wanting More.

The purpose of a great book title or headline is to inspire curiosity in the reader.

If you succeed, they will want to read further.

Don't you want to know more about a course entitled "Yoga for the Broken Heart?"

I do.

Aren't you curious about an article dubbed "When the Drummers Were Women?"

I am.

In my experience, some headlines have come easy. Often they don't.

But it's worth putting the extra effort into a compelling first line.

Because you've got one chance to grab 'em.


 

Word Painting.

When it comes to storytelling, country music is hard to beat.

I call it word painting because the imagery is so vivid, the language so spot-on.

Listen to this song by Lee Brice with your eyes closed.

Yes, his voice is emotionally charged, but those powerful lyrics are what we hear.

Every word, every sentence creates a message that is relatable. And unforgettable.

http://www.youtube.com/watch?v=yCSMCgqlc-0 

Can You Read Me?

The best content in the world won't be read if it's hard to read.

What I mean is:  reverse copy (white on black) or a hard-to-decipher typeface or  a too-small font or distracting images.

If you are guilty of these flourishes, strike them from your print materials and website. Pronto.

You clients and prospects are too busy to squint to read your message. And 50% of them are reading about you on a mobile device.

Remember that before someone can read what you've written,they have to be able to read it.

The Messenger Matters.

Last Tuesday, Florida Senator Marco Rubio, the Republican's It Guy, delivered the GOP's rebuttal to President Obama's State of the Union address.

Regardless of your political affiliation, there's a lesson here.

His weird physical tics: wiping his forehead, licking his lips and, most oddly, the mid-speech water swig, were awkward to watch.

Criticism from both sides was swift and pointed: his unfortunate body language made this charismatic and experienced man--an accomplished leader--seem nervous.

I have no idea if his message was effective. Because the messenger wasn't. I was distracted and  couldn't concentrate on the content.

Especially in today's media marketplace, the message and the messenger cannot be separated. Equal attention must be paid to the effectiveness of both.

Deliver on the Promise.

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.
 

Try Why.

Why?

Simple. Disarming.

And the only question you need to ask to probe a client's mind without making them defensive.

Why helps you dig deeper, understand more.

No matter what the product or service, ask Why?

Why will help you get to the heart of anything.

 

Happy 2013!

I'm sharing this poem because it speaks to me and what I will focus on this year in both my personal and professional life. 

Perhaps it resonates for you?

Lost
Stand still. The trees ahead and bushes beside you
Are not lost. Wherever you are is called Here,
And you must treat it as a powerful stranger,
Must ask permission to know it and be known.
The forest breathes. Listen. It answers,
I have made this place around you,
If you leave it you may come back again, saying Here.
No two trees are the same to Raven.
No two branches are the same to Wren.
If what a tree or a bush does is lost on you,
You are surely lost. Stand still. The forest knows
Where you are. You must let it find you.
David Wagoner