Some headlines convey a potential benefit; others convey a problem. Gappers, though, says advertising maven Michel Fortin, make people want to close the gap between the two, so they keep reading. Headlines, he adds, can be newsy, sensational, controversial, intriguing, or inspiring, but "all that matters is that headlines get readers to keep reading".In fact, […]
A tiny chapter in the Book of General Ignorance illustrates a big idea for business bloggers – posting content with an eye for "getting found" by online searchers. Answering the question "How did Nome, Alaska get its name?", authors John Lloyd and John Michenson explain it was by mistake! As a professional ghost blogger and […]
Just as shoppers are presented with lots of choices while browsing at the mall, Internet browsers have lots of choices about which sites to "enter". If your "store window" doesn’t do it for them, they’ll be quickly moving on to your neighbors’ stores. That’s why advertising blogger Michel Fortin stresses the importance of headlines in […]
Communications coach and friend Myrna Selby forwarded a video to me relating to a psychology study on focus. In fact, the two professors who co-authored the study have published a book called The Invisible Gorilla and Other Ways Our Intuitions Deceive Us. The directions are to count how many times girls in white shirts pass […]
Wizard of Oz author L. Frank Baum is inspirational for business bloggers, and not only in terms of finding blog ideas in unlikely places such as the O-Z file cabinet label from which he took the name Oz. Although he lived a hundred years ago, Baum was able to use the then-equivalent of social networking […]
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