Writing and cooking content material is all about communication. So everybody who works in B2B and B2C advertising must know a bit about content material – even for those who don’t write all day.
Feature, Benefit and Dream!
Let’s say you’re advertising a brand new stereo. It has a 5.1 Surround Sound, performs CDs, DVDs, and Blu-ray, and comes with a 50 button wi-fi controller. Cool options. But what are the advantages?
“Amazing sound – a lot better than the rubbish you hearken to on YouTube.”
Now go for the dream. “Amazing sound that may blow your thoughts and trigger everybody who enters your own home to drool on the carpet!” Now that’s cool.
Benefits are vital, however we’re all dreamers at coronary heart. Push the bounds a bit. The higher your product, the higher the dream. Sometimes, you don’t have a lot of a plan. If you’re advertising a brand new bathroom seat, you’ll be able to’t say, “So you’ll be able to defecate with type.” The identical goes for deodorant. The dream isn’t so attractive – “So your pits received’t scent like a rat gap.”
The problem is if you’re advertising one thing complicated. For most heavy IT companies, the dream is “So you’ll be able to concentrate on innovation.” The subliminal message is – “You pay us to handle the boring BS so you’ll be able to concentrate on the large image.”
First Impressions are Everything
Your headline is your first impression. You’ve solely obtained one go at it. Sometimes the headline hits me earlier than I write the article. Other instances, the content material I write creates the headline. Flesh it out and go for the kill. It had higher be robust.
Writing an attractive headline has by no means been more difficult. There is a lot content material on the market. Unfortunately, too many headlines use “Secrets of,” “The Ultimate List of,” and “The Top 10” – you have to be artistic.
Don’t go too far. Your headline had higher mirror your content material. Better an honest headline that’s trustworthy than a headline that oversells. By the second paragraph, you’ll lose your viewers.
4 Types of Headlines
1. Self-Interest – People are at all times pondering, “What is in it for me?” Let them know exactly how they’ll profit.
2. News – If you’re presenting a brand new product, an replace, or current addition to an previous product, you should definitely point out it.
3. Curiosity – We’re all curious cats. Curiosity is what you most frequently see within the media lately. Modern headlines are like anorexic strippers – teasers with little meat behind them.
4. Quick and Easy – Feature and profit – straight and to the purpose.
Content for My Generation
Welcome to the ADD Generation. Attention deficit dysfunction. I name it “the content material drive-thru.” Your viewers doesn’t have time – and in the event that they do, it’s not for you.
Get to the purpose. Use colourful phrases, however don’t be long-winded. You have 3 minutes to wow me, and the clock is ticking. One minute and 45 seconds left. Move on!
Write brief paragraphs. In the Sixties, songs had been “restricted” to three minutes. By the Seventies, Led Zeppelin was taking part in 12-minute variations of No Quarter and Stairway to Heaven. If you write content material that takes 12 minutes to learn, you’re going to finish up in hell.
Before you begin writing, think about the define in your head. Then, faux that your viewers is in an elevator with you. Modern content material is the 3-minute elevator pitch.
You’re 3 minutes into this text. My time is up!
Kenny Sahr is a startup advertising government. His first startup, based in 1996, was featured in Time Magazine and on 60 Minutes. Kenny moved to Israel from Miami, Florida. In his spare time, he’s an avid music collector and traveler.