Messaging is a numbers game. There is no such thing as a one-hit wonder. That’s why repetition must be a critical component of your messaging game plan. Repetition and frequency enables your message to be fully absorbed and allows you to refine/optimize the story based on the reaction from your target audience.
Staying true to your core message and brand promise is absolutely essential to building a successful business. Sounds simple, but in fact it’s very difficult to do, especially for fast-growing or large organizations. Even those companies that experience success can lose sight of the value or reason why customers gravitated to their brand to begin with.
One of the most popular examples of this took place in 1985 when Coca-Cola decided to reenergize its brand and ditch its famous formula for (what was perceived to be) a more compelling recipe. Senior executives ignored warning signs from early focus groups, and when the product launched, public reaction was decisively negative.
On average 8 out of 10 people will read a headline, but only 2 out of 10 will go on to read the rest of your content piece. Getting the reader past the headline keeps you in the game.
However, the truth is that writing an engaging headline is tough. While there’s no proven formula to writing the perfect headline, here are three tips for crafting a headline that will work hard to get the reader engaged:
The year was 1787 when our country’s founding fathers convened for four months to draft the framework for our Nation. The Constitution stands today as an example of one of the most important messaging foundations ever drafted.