Writing that moves readers to action

Posts tagged ‘Marketing’

WHAT INSPIRES YOU TO READ…?

Yikes…it’s been over a month since I last wrote.  It often amazes me how easy it is for the most important aspects of life – such as writing – to become part of the backdrop (even disappear) when the speed and intensity of life shifts.  Hmmm…have I brought this on myself?  Do I have anyone to blame but ME!?

For me, the Spring 2015 semester has begun.  I’ve enrolled in two classes – Psychology and Sociology.  Besides the walk to the bus and the ride to campus, I spend close to three hours two times a week nestled inside a windowless classroom.  As anyone who has enrolled in university classes knows…chores do not end there.  Reading, homework, and projects take over – even encroach on – one’s life.

Although I love the energy of being on campus and around energized thinkers, these classes don’t always fulfill my curious nature. I have so many interests and am continually seeking inspiration and ways to remain “connected” as I work out of my home office.  One great “resource” that has helped tremendously with these needs is joining several – actually many – LinkedIn Groups.

Up until early January 2015, I was a “member” of about 30-35 groups.  These groups range in disciplines from Writing to Sociology to Anthropology to Alumni and local network news.  No matter how I adjust my settings or allocate my time, I never seem to be able to keep up.  Now with all the added work placed on me with my new classes, it’s an even great struggle to prioritize and stay afloat.  I have been inundated with comments, articles, and other sundry posted items within those groups.  Receiving all of this information, however, does not appear to be the specific problem.  The issue has been the length of the titles people are creating (see examples below).

This, of course, caused me to wonder…Do these writers truly have an interest in participating in a “group” setting?  Do they really want people like me (maybe even you) to read and contribute on what they’ve written?  Do they experience and/or understand the tight, precious amount of time people actually have to indulge in reading what they’ve written/shared?  Or are these writers simply interested in rambling – using an array of words – so they can be picked up by search engines?

For those of us trained in the art and science of Marketing, the subject line or title has always been a primary focal point.  We were taught that the purpose of a title and/or subject line was to succinctly capture the nature of your piece in under 15 word.  Your goal was to GRAB and CAPTURE a reader’s attention – to encourage, inspire, seduce that reader – to delve deeper – to READ and to ACT!

Here’s a title that captured my attention.  The subject matter – likability and hiring – are both of interest to me.  The writer states her subject right up front.  By posing her thoughts in the form of a question, she is also extending an invite to engage in the conversation.  When I clicked on and read the piece, I discovered the content included the exact same subject matter Ms. Smith had stated.

“Do you find that likability is a top criteria when hiring? Why”? by Beth Smith

So what inspires you to read?  What do you allocated time to read and indulge in?  And, why?

Crafted, researched and written by: LIZ CARLOCK
The Write Resources, LLC™
© 2015 EM Carlock

EXAMPLES – Lengthy Titles/Subject lines – and suggested changes

  • POSTING TITLE = 35 words:
    In the world of works, we all move from one job to the next for many reasons. Excluding the cash benefit factor of a new position, how does a new position benefit you and why”?

    • Suggested REWRITE = 7 words: “How a new position will benefit you”
    • Suggested REWRITE = 9 words: “X# of ways a new position will benefit you.”
  •  POSTING TITLE = 18 words plus link:
    |BOOKS| https://lnkd.in/bg5g_j9 Literature for older children is a neglected zone in China. Any suggestions about what teenagers should read”?

    • Suggested REWRITE = 9 words: “Need your thoughts…what should teenagers read in China”?
  • POSTING TITLE = 25 words plus links and contractions
    “It’s coming! #NationalAnthropologyDay will be on February 19th. How will you celebrate? Check out our webpage for ideas and send us your own – we’ll share them! http://bit.ly/NationalAnthropologyDay

    • Suggested REWRITE = 6 words plus link: National Anthropology Day – February 19th details at http:big.ly/NationalAnthropologyDay
  • POSTING TITLE: = 34 words
    “Hey folks! I’m going to be teaching an anthro 101 class this term and am toying with the idea of having students keep a reflective journal. Has anyone experimented with this in their class? Thanks”!

    • Suggested REWRITE = 8 words: Seeking thoughts on reflective journal for Anthro 101 class.
  • POSTING TITLE: =  33 words
    How are you dealing with the challenges and opportunities of disruption? Please do read and share my recent BLOG and join us at Creative Innovation 2015 to learn about disruption and the future.”

    • Suggested REWRITE = 12 words plus links: DEALING WITH DISRUPTION – read, contribute, and join us…BLOG (link); Creative Innovation 2015 (link)

 

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RADICAL – an engaged spirit

Earlier this summer, a friend and I exchanged emails which included the word “radical” (excerpted below).  My response offered observations about the current day usage of that word.

From:  MM on Wed. July 3rd
Happy 4th  I love the Declaration of Independence and feel like walking around asking people to sign; I wonder if they would recognize or think I was some type of radical.

From:  ME on Thurs. July 4th
Happy 4th to you as well.  Your love of the holiday – and desire to inspire/motivate – brings a grin to my face.  If you are labeled radical by some, I’d definitely be proud to say “you’re my favorite radical”!!  The term “radical” seems to have become the new attitude toward “engaged spirit.”  I so appreciate you holding your values and beliefs up so high for others to see – and catch wind of!!

radical

This exchange, of course, ignited my intrigue with the word “radical” and all that surrounds it – history, meanings, and potential ways to interpret or define the word.  For as long as I can remember, this word, for me, has created images of external political unrest and turmoil.  Despite numerous definitions, I wonder if others might also read more

STORYTELLING – Is your story worth telling? Part 2

So, if our own stories can awaken our imagination and cause us to tingle with curiosity and pride, is it possible for the stories of others – especially inanimate “beings” like companies and nonprofits – to “infuse wonder” and be a source of emotional bonding?

Consider these stories…

Coca-Cola

Spirit Sleaves™

New Balance

I don’t know about you…but, these stories definitely inspire me to learn more – connect – maybe even read more

DISCONNECT – Consumer Style Part 2

disconnect-customerTo say the current marketplace and how business is conducted has dramatically changed – for both company and consumer – is an undeniable claim.  Today, ignoring customer input about wants and needs and not collaborating with that customer (and others) can quickly result in a virtual landslide that will cause mud and dirt to seep into every element of a company’s daily existence…and could potentially bury and/or destroy that company and its product and services.

Many books and publications are currently being written in an attempt to read more