Journalists spend less than 1 minute reading releases
Tick tock.
In the time it takes you to wash your hands, buckle your seat belt or start the dishwasher, your favorite journalist can finish reading your news release.… Read the full article
Writing workshops, communication consulting and writing services
Tick tock.
In the time it takes you to wash your hands, buckle your seat belt or start the dishwasher, your favorite journalist can finish reading your news release.… Read the full article
Writers measure copy in words, inches or pages. Readers use a different measure: time.
So instead of using writer-centric measures, think like your reader.… Read the full article
When PR pros at Toyota American Motor Sales needed to announce record-level production recently, they started with a traditional announcement release:
Toyota announced record level North American vehicle production for 2013 surpassing last year’s output.
It was a good story: More than 1,000 New Englanders would soon have safe, decent, affordable places to live, thanks to the Federal Home Loan Bank of Boston’s Affordable Housing Program.… Read the full article
Boilerplates: Can’t live with ’em, can’t get a decent one through approvals.
Decks — those one-sentence summaries under the headline — do the heavy lifting on webpages.
Indeed, according to The Poynter Institute’s Eyetrack III study of reader behavior:
Lists are power points in your content marketing pieces and on your webpages.
Here’s a list of ways to make the most of them:
Having trouble finding reader benefits? Maybe you need to ask different questions.
If you were giving away a Hawaiian vacation to people who signed up for your webinar, which would you lead with?… Read the full article
“Clean your face,” demands a hotel soap wrapper. No, YOU clean YOUR face! I want to respond.… Read the full article