Got Great Headlines?

We’ve all seen the headline in the paper or online that immediately grabs you by the lapels and draws you into a story. Nevermind the quality of the story, writing great headlines is a skill good writers practice and hone. With so many articles vying for attention, we’ve got to find a way to draw in the audiences.

Here are a couple tips on writing headlines that will draw in readers:

1. Create controversy. Getting readers riled up isn’t all that bad, some issues will create mixed feelings and will serve as a lightning rod for companies or issues. The key to putting out this kind of message is that you need to be ready for the backlash and be able to manage the story as much as possible. In this case the proof is in the pudding, 113 comments in the first 5 hours the story has been online.



2. Write something shocking. The next example says it all.



3. Just be creative. Whether it’s using a tongue twister, funny or a variation on a cliche, whatever, the bottom line is to grab the reader’s attention.

I think you get the point. Good headlines get readers, the fact is, more people will read your headline and lead paragraph than the article. Writing catchy, eye-grabbing headlines increases the chances readers will pick your article over another.

Seen any good headlines lately? Post the URL or headline in the comments.

Social Networks: Relevance Trumps Size

In a world where bigger is often seen as better, marketers know that targeted impressions are much more valuable than sheer number of impressions.

For example, eMarketer recently predicted that by 2011, half of all adults in the U.S. and 84 percent of online teens will be using social networks. With more than $1.6 billion ad dollars going to social networking this year, marketers are often in uncharted territory when it comes to getting the most bang for their advertising dollars.

The safest and most obvious way to make sure you are reaching your target audience is through smaller, emerging social networks.

Niche sites like meandmybicycle.com and anglingmasters.com (former SOAR client) reach a very specific audience (cyclists and anglers), allowing for some very cool and unique campaigns.

Targeting niche sites that relate to your products and services are also seen by users as less obtrusive because your company is an authentic member of the community or conversation.

Happy Earth Day (Late)

Many companies (including a few of our own clients) slanted environmental news for release on April 22, Earth Day.

One announcement that caught my attention was the launch of the Patagonia Footprint Chronicles Web site.

The site highlights 5 of the company’s newest products with interviews and photos from the factory and to the finished product. Beyond providing a transparent view of “friendly business practices” the company says it hopes to encourage thought and discussion. Something they term “learning out loud.”

What I like the most about this move is that Patagonia puts a lot of information out there. They give what they call “the good” and “the bad,” each section highlighting what they know they are doing right and where they need to improve.

The World’s Best Brand and It Doesn’t Advertise

Imagine that. Today’s news from research firm Millward Brown’s Brandz study showed that the company with the best brand on earth, the one with the most recognition worldwide, was Google.

Yes, Google. The company that does the least amount of advertising of any on the list. In fact, the article in Advertising Age even states that “Despite doing no visible consumer advertising, the search giant repeats as this year’s most powerful brand…” Truly, this is a company that understands the power of public relations and its role in brand management and development.

Now, before I ruffle the feathers of friends or others in the ad industry, I should note that Google is the only “brand” listed in the top 10 that does not advertise. However, each of the top 10 receives so much coverage that it’s hard to imagine a true need for advertising, except to support its ongoing PR efforts. (more…)

Billboard Advertising 101

Having an education is great and reading lots of books and articles is great too. However, sometimes just being sensible is enough to get the job done.

My thoughts for this post come after the thousands of miles I’ve driven on freeways going past billboards that are, at best half thought out. Billboards should be the epitome of KISS (Keep It Simple Stupid).

Ever driven by a billboard at 65 mph (or here in Utah, 85 mph) and seen a billboard that was intriguing but didn’t leave you knowing what it was for? How about a billboard that insisted that graphic content was key and consequently used what appears to be a bold 72 point font for the contact info? How about a billboard that was so full of text you couldn’t make sense of it? If you’ve answered “Yes” to any of these questions, you’ve seen a poor example of a billboard.

So with that in mind, here are my top 6 keys to good, successful billboard design:

• Remember that your audience is traveling at 65 mph or faster — their attention span is limited.
• Get to the point, think sound byte-sized copy.
• Billboards can be works of art, however, that’s not their end purpose, use design to enhance readability and ensure the message is delivered successfully.
• Never forget contact info. Your billboard does you no good if I don’t know whose it is, or how I take action. Using an appropriate or custom Web URL or phone number can be very effective. (This also provides a way to track the effectiveness of the billboard.)
• Don’t play “Where’s Waldo” with your billboard. I shouldn’t have to search for the gist or message of your billboard (remember rule #1).
• Don’t be afraid to hire a professional. It may cost you $$ to do so, but imagine what it will cost to design an ineffective billboard (it’ll be like flushing money down the toilet).

Of the billboards I drive by on I-15 here are a few that are good examples:

• AT&T (or is it Cingular?)
• University of Utah medical services
• Blue Boutique
• Cream O Weber

I would list the billboards that don’t do it right but they just don’t stick in my mind nearly as well, imagine that!

Seen any good or bad billboards lately? Share pictures or sponsors in the comments.

The Wall Street Journal Gives Tips on Blogger PR

Yesterday’s Wall Street Journal (the 4-15-08 edition) had an informative article about how companies can boost their chances of getting bloggers to cover them in their blogs.

Written by Raymund Flandez, “Getting on the Radar of an Industry’s Top Bloggers” provides a solid, if basic, overview of some of the steps an individual can take if they want to see themselves, their products, services or organization become a darling in the blogosphere.

And with the latest research suggesting that there are more than 110 million blogs in the world today (a number that is growing daily), finding and targeting the top blogs for one’s industry is a critical part of a PR strategy focused on bloggers.

Here’s link to the article, but I think you need to be a subscriber to read it online.

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Mobilize the Penny Pinchers

Talk of a recession is not going unnoticed by the average American. We already seem to be staying home, driving less and cutting back on things like entertainment, food and travel. The government’s effort to curb this prediction is to offer the individual economic stimulus package, giving about $1,200 per couple. While exciting on the receiving end, I am interested to see if this one time “gift” is really going to get us out there buying any of the great new products marketers are ready to launch.

When consumers are pinching their pennies, what is the best way to introduce a product they don’t really need? The answer maybe found in a simple marketing strategy that has fallen by the way side in the last 10 years.

Coupons. Coupons, Coupons, Coupons.

A recent study from ICOM Information and Communications says that of the more than 1,500 survey respondents, 67 percent said they were much more likely or somewhat more likely to use coupons during a recession.

Picture this, Suzie Homemaker is frustrated with her broom and dustpan. She has seen several commercials for the brand new Swifter Vac, II. She wants to try it but an additional $25 or $30 to her grocery bill will put her over her tight budget. Next, factor in a $5 off coupon sent to Suzie because she opted in to receive weekly emails from P&G. You now have a much better chance of getting Suzie to invest in your new product. Also, you can track every step the coupon makes, evaluating along the way if the strategy is working.

Bottom line, let’s mobilize the penny pinchers. Let’s give them a reason to buy our new product or service. There is no need for manufacturers to send out more coupons. They do however, need to focus on sending them to the right individuals and maybe consider extending expiration dates.

SEO PR Efforts DO Get Results!

The use of Internet search engines has become so pervasive, so matter-of-fact, that top public relations and communications professionals are blending Search Engine Optimization strategies and tactics with PR efforts.

Successfully deployed, these SEO PR tactics help create greater relevance for a product, service and/or company within the proprietary algorithms used by search engines (Google and Yahoo! being the most prominent) and produce a higher “organic” ranking for the particular words, terms and/topics. (In this context, organic ranking refers to a non-paid ranking or listing that occurs naturally.)

Hence, the savvy PR pro will sprinkle critical SEO terms and words within news releases and other PR materials. And just to be clear about this, this concept is just one SEO PR tactic that will help increase one’s results/rankings on the Internet.

Does it work? You bet.

How do I know?

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Borrowed Thoughts from Small Agency Diary

In catching up on other industry-related blogs, I’ve neglected to update The Betty Factor. My sincerest apologies; a real update is coming soon!

So! In the meantime, I want to highlight a blog post I recently read written by Jennifer Patterson over at Small Agency Diary that really taps into small agency culture through a story about — of all things — a squishy carpet.  It’s a testament to the career path many  us have chosen and I just wanted to share! I’ll check back in soon.

There was a time at the agency when the floor squished as you walked from reception into the kitchen. The squish eventually migrated from reception to one of the offices and soon became a sort of character in the office. People would come in and ask “What’s the squish-factor today?”

When the squish was vacuumed out, we lost more than a water-logged floor. We lost a part of our culture.

This sounds absurd, but anyone who works at a small agency will know this to be true. At a small agency, we’re used to communing with the elements. Those little inconveniences are part of day-to-day work life. At a large agency, these inconveniences are efficiently handled — there are plans, there is a person whose job it is to deal with the squish. At a small agency, you just keep squishing along.

We never really mentioned the squish to outsiders. After all, no client wants to hire a (literally or figuratively) sinking agency.

But I am here to say the squish is worth something.

Small-agency culture is all about creativity and spontaneity. On a given day you deal with the highest altitude issues of client’s brand and business and the lowest altitude issues like what kind of coffee to buy. But getting your hands dirty with the in’s and out’s of your own business is a great reminder that your client’s business is also about the elements.

Family of Ten Makes the Most of Product Placement

There are ordinary products that, when touched by the right spokesperson, are plucked out of obscurity and land center stage in the average consumer’s mind. Fueled by this hope, many marketers use product placement in reality TV or even “fake” reality TV shows to launch new or existing products into the limelight.

Examples that come to mind for me include the red Coke glasses on the judges table during American Idol, The Office character, Michael Scott’s love for Chili’s or even references to Fragments.com on BRAVO blog post by Alex, one of the new Real Housewives of New York City.

A recent Ad Age article suggests that product placements are “spectacularly average”, often becoming additional clutter the average viewer has learned to tune out. One quoted ad executive said,

“The best opportunities [for product placement] in reality shows are where real people in true-to-life situations are interacting favorably with the product. If the person is an expert and has credibility in the field, the integration is even stronger.”

After attending two baby showers and a book club this week where the majority of the conversations revolved around the budding TLC show Jon and Katie+8, I would say companies jumping on board opportunities with that show are set to make some extraordinary impressions.

Whether the Jon and Kate are headed to Hershey Chocolate World, the American Girl Factory in NY or just putting the DuraBibs on the multiples before each meal, this show is a perfect opportunity for viewers to see an already entertaining family interact favorably with products. Not to mention that any woman who can keep track of that many toddles becomes an “expert” in the field of parenting to me.

Regardless, I am interested to see how many woman are taking notice of the nanny services Kate is using or the restaurant the family chooses for Jon’s surprise birthday party; I know I am!