If a reader or viewer (let’s call the reader or viewer Sam) has seen a message before, he or she will probably skip it, delete it, or toss it and move on to the next one. If a message promises something NEW that relates to Sam’s life, he or she will likely stop to look at the details.
When we meet a friend or relative, a common conversation starter is, “What’s new?”
By using a NEWS approach, we are engaging in a conversation taking place in the mind of the reader or viewer.
Some common news headline templates include:
- “Breaking News For People With ____________________”
- “Amazing New Development For ____________________”
- “Finally! ____________________________________________”
- “Thousands Now ____________ Who __________________”
- “Revealed! __________________________________________”
- “Announcing ________________________________________”
- “Scientists discover __________________________________”
In the early days of advertising, Albert Lasker, who built Lord and Thomas into one of the leading advertising agencies of his time, initially thought advertising was news, probably because that type of appeal was effective. He later learned from a man named John Kennedy that advertising is “salesmanship in print.” (Today, “selling messages multiplied using media.”)
Nonetheless, a news message that relates to Sam’s problems or desires can be very effective in getting Sam’s attention to read or watch more of your selling message.
Would you like my help in crafting a NEWS message for your business? Write to me at email@example.com.