Monthly Archives: February 2014

February 24, 2014

4 things you never knew about creating sticky headlines (or why you can’t stop binge-reading BuzzFeed)

I had a little downtime the other night, and a friend’s Facebook post caught my eye: “What state do you actually belong in?” Thinking the BuzzFeed quiz would be a fun, quick distraction, I clicked through. And then I clicked, and clicked and clicked.

Before I knew it, I fell down the BuzzFeed rabbit hole.  I spent way more time on the site than I planned to, and even read articles I didn’t know I was interested in. (See 18 Celebrities You Didn’t Know Were Really Short) Oh, and I apparently belong in Iowa, in case you’re curious.

So why did I spend so much time on BuzzFeed? The power of headlines, my friends. BuzzFeed’s style of headline writing is so darn sticky, I couldn’t resist clicking on article after article. I’m not the only one, either. BuzzFeed gets 130 million unique visitors a month—that’s huge! The best part is that people aren’t just reading, they’re sharing it, too, and it’s largely due to those headlines that suck you in.

Compelling headlines can help increase the open and click-through rates of the marketing emails you send, and—if they’re good enough—can motivate your customers to become brand evangelists. In BuzzFeed spirit, here are the four keys to writing attention-grabbing headlines:

  1. Numbers. People can’t resist articles that promise to be quick, scannable, single-serve pieces.
  2. Lists. Numbered headlines all but promise that the content will be delivered in list format, which goes back to quick and scannable. If your clients think your content could be too long, they won’t click through.
  3. Direct. BuzzFeed tells you exactly what you can expect to find when you click through, and for the most part, they don’t bait-and-switch.
  4. Tight. Their headlines are short. Yours should be, too.

If you still don’t believe the power of a tight, compelling headline, try some A/B testing next time you send out an email marketing piece, and let me know how it goes. I think you’ll like the results.  Want to talk more (or share which state you belong in)? Shoot me an email—I’d love to talk shop.

– BML

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February 18, 2014

The Importance of Proofreading

If I told you I knew a shortcut that could give your company instant credibility and enhance your position as a go-to expert, what do you think I’d suggest? A celebrity spokesperson? A new million-dollar integrated marketing campaign that includes public relations, advertising and investor relations initiatives? A guaranteed interview in a top newspaper?

Try more diligent proofreading. Yes, proofreading.

Let me explain. Error-free writing is low-hanging fruit. It’s the easiest thing you can do to maintain your company’s credibility and prove that you’re as detail-oriented as you say you are. Here’s an example. Let’s say you receive a communication from your doctor. It’s riddled with typos and spelling errors. Does that help or hurt your doc’s credibility? Fair or not, that communication might make me wonder what other mistakes my doctor might be making.

Thanks to Ragan.com and LinkedIn for the helpful infographic.

Thanks to Ragan.com and LinkedIn for the helpful infographic.

Clean, error-free copy—whether it’s in the form of a press release, marketing piece, social media post or website—puts the focus on your message. Here are the three things to look for before going live with any content:

  • Grammar. They’re/their/there? Microsoft Word’s spelling and grammar check is a good first step to making sure your grammar is top-notch, but it’s far from comprehensive. (Want to test this out? Open Word and type in the following: “I ate there food. I ate they’re food. I eight there food.” See what I mean?) Ask a colleague to edit your copy, or run your pieces through a site like Grammarly.com.
  • Spelling and punctuation. Start with Word, but be sure to carefully proof your drafts. I find that proofing a paper copy—rather than on the computer screen—helps me spot typos.
  • Clarity. Your copy should be easy to read. If you have to read and re-read a sentence to understand what you were trying to say, rewrite it. No one ever complains about a press release that’s too easy to read.

Another great resource I recommend is Grammar Girl’s section on www.quickanddirtytips.com. One final tip is to put another set of eyes on it. Nothing beats passing important communications past a second set of eyes before sending it out. If it’s an important message to communicate, it’s important to communicate it properly. If you feel like you need more help getting your content in great shape, shoot me an email or give me a call.

– BML

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February 10, 2014

What DiGiorno Pizza and The Sound of Music Live have in common

A while back, my kids wanted to watch NBC’s The Sound of Music Live. For me, the most interesting part of the production was the live Twitter conversation. Thousands of people chimed in to share their feedback about the musical in real time, and it added a fun dimension to a very courageous yet somewhat flat remake (one man’s opinion). Now, I know tweet-watching isn’t a new thing, but 1. I rely pretty heavily on my DVR, and 2. Not many people live tweet reruns of Duck Dynasty, so getting to participate was new for me.

So what are the implications here for brands? Well, here are a few things to consider:

  • Nielsen now reports out Twitter TV ratings.Nielsen twitter ratings
  • As of last February, episodes of ABC’s Scandal generated 2,200 tweets per minute. The cast also joins in by interacting live with fans.
  • Marketers are getting in on the live tweeting game. DiGiorno Pizza stole the show from The Sound of Music Live with goofy, irreverent content that was sticky enough to get retweeted thousands of times. Outside of The Sound of Music Live, when was the last time you retweeted a pizza company?

You can easily get in on this trend by identifying a show (or event—thousands of people live tweeted Prince George’s arrival last summer) with a demographic that matches up with your target audience. Figure out what #hashtag the show or event seems to be using, then tweet away.

That said, many companies prefer to put a bit more planning behind their social media efforts, and rightly so. If you’re looking for some guidance here, shoot me an email. I’d be happy to chat about what might help you advance your company’s priorities.

Btw, NBC recently announced Peter Pan as their next live musical. I wonder what the hashtag will be? Dare I say I’m already looking forward to it…

– BML

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February 3, 2014

Could a PR blitz have helped New Jersey intercept the Super Bowl spotlight from NYC?

Now that the game is over, it’s time to play Monday morning quarterback. The Seahawks blew away the Broncos last night, but who was the real winner: New York or New Jersey?

Of course, I’m referring to New Jersey’s complaint that the media showered New York City with more than its fair share of media coverage. The Garden State’s elected officials complained that the media obscured New Jersey’s role in co-hosting the Super Bowl and deprived the state of millions in tourism revenue. Catch up on the full story on CBS News.

So who won the PR game? A quick Google search of the terms “New Jersey Super Bowl” and “New York Super Bowl” reveals New York as the clear winner, with a huge 1.38 billion hits v. 414 million search results for the Garden State.

I understand where New Jersey is coming from. MetLife Stadium is in New Jersey (and preparing for the game is likely costing millions for infrastructure, security and clean up), while the majority of tourists are spending their money in Manhattan’s hotels, restaurants and attractions. Plus, with the majority of media outlets broadcasting from their headquarters in NYC, FOX’s Terry Bradshaw insisting on calling it the “New York Super Bowl,” and the NFL hosting most of the Super Bowl week fan events (like the Super Bowl Boulevard in Times Square) and parties in NYC, New Jersey’s objections make sense. However, throwing out the red flag at this point in the game isn’t going to solve anything.  New Jersey’s clock ran out months ago.

That said, when you and the world’s favorite city agree to co-host the year’s biggest sporting event, shouldn’t you consider the possibility that the limelight might not be shared equally? If Angelina Jolie and I co-host a party, I wouldn’t be too surprised if the media forgot to mention I was even there. This leads to my point: Why didn’t New Jersey proactively step up their PR game? Someone on their side of the Hudson fumbled a great PR opportunity. Jersey City could have easily been presented as a fresh, ideal alternative to the insanity and high prices of Manhattan.

Whether you’re hosting an event like the Super Bowl or launching a new product, it pays to think through the obstacles between you and your fair share of media coverage. Identify those potential issues, and then create a strategy to get out in front of them. New Jersey is constantly overshadowed by New York City.  It’s nothing new. They’d be in a better position now if they had developed a campaign to highlight the things that are great about New Jersey. Jersey City’s evolution over the last ten years is a great example.

At this point, with time expired, not even a Hail Mary pass from Gov. Christie to The Boss himself could have won this PR game. Agree? Disagree? Need some help getting more than your fair share of media coverage? I’d love to hear from you. Oh, and if you’re wondering if hosting the Super Bowl is even worth it, check out Beth Braverman’s article in The Fiscal Times, The Super Disappointing Economics of the Super Bowl.

– BML

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