According to David Ogilvy, father of modern advertising, 5 times as many people read headlines as they do body content of any piece of copywriting. If you don’t get the headline right, says Ogilvy, you waste 90 cents on your advertising dollar.
That seems a little unfair. Why should 10 or so words at the head of an article have so much power over the 2,000 that follow? What makes them so special?
Differentiation is not Dead: Use Content Marketing to Differentiate your company from the CompetitionRead Now
We’ve all heard the (supposed) bad news: SaaS differentiation is now so difficult that it’s become a nearly obsolete tactic. And to be fair, it’s understandable that so many people feel this way. After all, copycatting successful ideas is so prevalent that it’s practically a cottage industry in and of itself. This creates a real problem for new software startups because it means that building a great, new product is no longer enough.
To be successful in today’s marketplace, a SaaS company needs to have a stellar product and a solid strategy for selling it to the market. CEOs — often highly analytical people — are forced to wade through the nether regions of creative marketing just to keep up. For these data-driven savants who can’t understand why the numbers alone don’t sell their product, doing so can be a disorienting or even frustrating experience.
But the reality is that in many cases, they don’t even go there. To combat this, software companies must take creative content marketing more seriously. In fact, using just a few basic content marketing strategies can go a long way towards creating that all-important brand differentiation.
So, you have a story of great value to share with a broader audience. You know that getting the attention of an established journalist will catapult your story to readers, viewers, and listeners across the nation, or perhaps around the world.
A quick search on Google will give you lists upon lists of tips on the matter. For something a little different, have a look at this simple walkthrough...
As part of our ongoing series on successful bloggers to answer the question - what makes a successful blog, we've interviewed Nick Thacker. He is the owner of Writehacked.com, a great blog for writers on how to achieve success in the publishing world.
1. Who is Nick Thacker?
I'm a creator. Writing books, blog posts, articles--or music, building businesses, or whatever--I enjoy the process of creating something from nothing. I've been an entrepreneur for around 7 years, most recently at WriteHacked.com, where I am trying to help people find out their inner passion for building and creating cool stuff, then find the confidence to "ship" it!