Most marketing content isn’t very good.
This, sadly, is a given.
Knowing how to be noticed.
Or apparently even caring about being noticed.
For good reason not bad.
Is rare.
Aim High.
But if we do want to ponder how to be noticed.
We can learn from others.
And when it comes to picking our ‘others’.
We should aim as high as we can.
First Things Last.
On the subject of getting noticed, headlines are important.
The first thing you say is important.
That’s the hook.
That’s what stops you from being ignored.
That’s what draws them in.
And even though it’s the first thing you want them to read.
It’s probably the last thing you should write.
So you can give your headline the attention it deserves.
Opening Lines.
So on the subject of,
“…when it comes to picking our ‘others’.
We should aim as high as we can.”
I suppose you can choose your opening lines as somewhere between:
“It was a bright cold day in April, and the clocks were striking thirteen.”
and,
“We are delighted and humbled to announce that we won some work with The Lines Brothers last week.
Here, let me tell you about it…”
Or somewhere between,
“It was love at first sight. The first time he saw the chaplain, Yossarian fell madly in love with him.”
and,
“Hey how are you? I am reaching out to my network as I am researching applications of ethical AI. Do you happen to know any data scientists or businesses facing these types of challenges?”
It’s the difference between being immediately turned on and being immediately turned off.
It’s the difference between your eyes widening, and your head shaking.
It’s the difference between ‘Wow; what the hell is this?!’ and ‘Christ, here we go again!’
And whilst we mere mortals are neither George Orwell nor Joseph Heller.
And whilst writing in such intensely storyful ways is not quite right for, say, LinkedIn.
I see no reason to not to at least try to understand them.
To analyse them.
To aspire to be able to attract and enthral as they do.
I see no reason to not to at least try to be the best we can.
Try.
Most marketing content isn’t very good.
This, sadly, is a given.
Knowing how to be noticed.
Or apparently even caring about being noticed.
For good reason not bad.
Is rare.
