Posted tagged ‘headline’

Save Your Email From The Trashbox

May 13, 2008

Nick Usborne at Excess Voice has some advice for all those marketers and communicators who are having trouble getting their emails through to the people they’re intended for.

He suggests you make them more relevant — and therefore more attractive – by tying them closer to “now”.

An interesting point in his post, was his thinking on how people deal with emails today.

People are buried in spam and other useless email (multiple cover-your-ass copies to everyone) and so, says Usborne, have become very adept at speed-deleting emails. In fact, he says, 20% of people use the “spam” button instead of delete to dump unwanted emails — which means you won’t get through again, no matter how hard you try.

Marketers and communicators probably use email more than anyone, so this obviously has large implications. The main one is that you have to make your emails stand out:

Make the subject lines pop. You do this by personalizing. Don’t just put a generic “Re: our project” or “thought you might be interested in this” in the subject line. Be more creative. Be very specific about the subject and include a detail that only the receiver and you will understand. Humor helps considerably as well.

Write for the preview pane. Almost everyone today speed reviews all their emails in preview panes, those 3 inch by 5 inch glimpses at the opening few lines. And studies show that they spend an average of 3 seconds on the pane. So jazz it up to make them linger longer and hesitate over the delete button.

Design it. Obviously, plain old text in great huge paragraphs is not going to make their fingers linger. Neither is the standard business email top, where you list everything corporate about yourself. But a little design will. If you include a small picture or logo in one of the corners, you’ll double the time they spend on the preview pane.

Get to the point. The first thing the reader should see is a compelling headline, which makes them linger and — we hope — actually open the email before killing it. So it has to be arresting as well as relevant. If an in joke between you and Bob is that he has to lose a few pounds, headline an email about how he can trim his business costs with a reference to it.

Just be sure that Bob is a close friend and will get the joke. As we said, humor is a wonderful way to hold attention — if it is indeed humorous.

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Making Messages Memorable

November 18, 2007

In its latest newsletter, the consulting firm McKinsey has an interview with Stanford organizational professor Chip Heath regarding his new book Made to Stick: Why some ideas survive and others die.

Heath asserts that in an increasingly complex world, company leaders have to sum up their businesses in messages that “stick” in the minds of employees, investors, and customers. Since it’s usually marketers and communicators who are charged with creating these messages, Made To Stick is probably a worthwhile read.

One thing that interested me in the interview was Heath’s point about organizational expertise often getting in the way of making messages memorable.

Chiefs are so immersed in what they do, they forget that the rest of the world isn’t: So they’re incapable of translating that information into simple — not simplistic — messages that can be grasped by outsiders.

I’m sure that every marketer and communicator, especially those working in technology and related sectors, has encountered this problem.

The Leader wants a tagline, headline, or other simple message that explains the company’s vision or values. But all he can do is come up with an abstract slogan like the meaningless phrase “Maximize Shareholder Value”. (Does any organization actually want to minimize shareholder value?)

I’m convinced that part of this problem is the business organizational imperative itself. Because they’re arranged in industrial structures that emphasize execution, organizations reward precise thinking. After all, you succeed in the MBA program by providing precise, detailed, answers.

But there are times when you don’t want precision or detail: You need to think in big sweeping ideas, at the 50,000 foot level, and encompass what you do in a concrete, memorable message.

Chip Heath’s research suggests that sticky ideas share six basic traits.

  1. Simplicity. Messages are most memorable if they are short and deep. Glib sound bites are short, but they don’t last. Proverbs such as the golden rule are short but also deep enough to guide the behavior of people over generations.
  2. Unexpectedness. Something that sounds like common sense won’t stick. Look for the parts of your message that are uncommon sense. Such messages generate interest and curiosity.
  3. Concreteness. Abstract language and ideas don’t leave sensory impressions; concrete images do. Compare “get an American on the moon in this decade” with “seize leadership in the space race through targeted technology initiatives and enhanced team-based routines.”
  4. Credibility. Will the audience buy the message? Can a case be made for the message or is it a confabulation of spin? Very often, a person trying to convey a message cites outside experts when the most credible source is the person listening to the message. Questions—“Have you experienced this?”—are often more credible than outside experts.
  5. Emotions. Case studies that involve people also move them. “We are wired,” Heath writes, “to feel things for people, not abstractions.”
  6. Stories. We all tell stories every day. Why? “Research shows that mentally rehearsing a situation helps us perform better when we encounter that situation,” Heath writes. “Stories act as a kind of mental flight simulator, preparing us to respond more quickly and effectively.”