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Front-loading your headlines with your topic word just makes sense if your readers are going to encounter those headlines in online lists — a search engine results page, for instance, or your online newsroom.… Read the full article
Screenwriter Nora Ephron long remembered the first day of her high school journalism class.
Ephron’s teacher announced the first assignment: to write the lead for a story to appear in the student newspaper.… Read the full article
Too often, communicators think the topic is the topic. But the topic is never the topic. The reader is always the topic.… Read the full article
It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic.… Read the full article
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
Freud might never have figured out what a woman wants. But savvy communicators know what readers want — information that helps them:
Which of these benefits could you use in your campaign?… Read the full article
Richard Roll, an economics professor at the University of California, Los Angeles, studies narcissism in CEOs. Turns out the more narcissistic executives are, the more likely they are to overrate their skills and make bad business moves.… Read the full article
If you wanted to keep teens from smoking weed, what message might you communicate?
One health organization, reports Guy Kawasaki in his book Enchantment, used the message that young people who smoked weed were five times more likely to engage in sex.… Read the full article
