Avoid 'Ann, your e-zine is here' It just makes sense that calling out to your recipient by name in the subject line would grab attention and drive opens and click-throughs. Right? After all, 94% of businesses believe personalization is critical to their success, according to a recent Econsultancy survey. Shouldn't it help with email, too? Wrong, say the authors of … [Read more...] about Don’t personalize, localize
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‘He said it right’
Make your leads concrete and creative Who said TV was bad for you? My West Wing binge watching is paying off with great writing tips. Here, some insights on approvals — and the right way to start a story: "CUT TO: INT. MARS BRIEFING REHEARSAL — DAY The TelePrompTer shows the name 'Galileo' on it and Sam's head pops up. The crewmembers of the NASA Public … [Read more...] about ‘He said it right’
Don’t waste your budget dust
Invest your year-end money before it gets swept away 'Tis the season for many of us to use what remains of our 2014 budget … or lose it altogether. Here are five ways to invest your budget dust this year to improve communications for years to come: Schedule 2015 writing workshops today. Lock in 2014 prices for 2015 events when you complete booking by Dec. 31. … [Read more...] about Don’t waste your budget dust
Numbers count
Numerals in headlines quantify value, draw readers Next time you hit the Safeway, take a look at the magazines displayed at the checkout counter. Chances are, you'll find that they're packed with numerals. There's a good reason for that: Headlines with numerals, like Top 10, promise quantifiable value. And that draws readers. "Numbers sell," writes Richard … [Read more...] about Numbers count
Catch Your Readers
Save $200 when you register by March 15 Would you like to learn to write better copy, faster? Reach more readers? Come up with more creative ideas? If so, please join me at Catch Your Readers, my two-day Master Class in Kansas City (April 29-30) and Portland, Ore. (July 23-24). Rev Up Readership members save $100 on registration — $200 if you register by March 15. … [Read more...] about Catch Your Readers