It’s an unfortunate fact of life that your target audiences are bombarded with content trying to persuade them to buy – and it’s tough to cut through with your offering.
Headlines using overused words like ‘innovative’, ‘ground-breaking’, ‘revolutionary’ and ‘game-changing’ can wash over potential clients.
An effective alternative hook is crafting content that links your message with market events or interesting breakthroughs. This approach is variable, relevant, and much more likely to get your target audience to notice and read further.
Last month’s Cyber Awareness Month is an excellent example of an effective ‘in’. Although not everyone might be aware of it, a simple reference to the importance of internet security or cyber attacks is enough to get attention because it’s widely relevant on a personal level. It’s then simple to broaden it out to how it can affect companies – and you’re in.
In every industry, there are events relevant to customers or thought leaders that have said something striking that can be quoted and shared more widely. If you keep your finger on the pulse and look for relevant commentary, you’ll have a continual stream of effective openers.
If you’re searching for openers along these lines, consider identifying the leaders in your industry, people who have influence and gravitas. For example, in October’s Cyber Awareness Month, quotes from the National Cyber Security Centre can hit hard. They’re less likely to be queried or considered biased and can be a ‘soft’ in.
We help clients avoid over-used and trite words every day, crafting content that hits hard and gets your message across. For many clients, we assess their industry’s events calendar and use key times to create effective hooks for their content.
Why not give us a call or a message to get our take on how your industry’s calendar landmarks can become client attention attractors?
