My Headline is “Helping People make profitable sales using digital media.”
When we read the paper – plenty of people still do – we scan the headlines and then the pic and if that gets us in – we will read the first paragraph.
In an age where we are being bombarded with information we increasingly need to process it quickly and decide if we are interested.
Hence I believe we all need to develop a Headline to defines what we do in terms of the benefits we bring to people and back it with a paragraph that adds value to that.
In fact your headline should develop interest and prompt a question …. while your paragraph should answer it … even if not asked!
When we ask people what they do when we are at a networking event we actually mean “what can you do for me?” or “what is it that you do that is of interest to me?”
If I meet someone and they tell me they are CEO of XYZ Ltd all I know about them is their job title and I can them allocate some level of importance. However when the next person tells me they are CEO of ABC Pty Ltd I still don’t know much about them.
In fact if I asked 50 CEOs what they do they would all tell me something different …. so why tell me your Title when I really want to know your headline.
So work out your headline and your opening paragraph and for print communication – eg your LinkedIn profile – use a photograph that sums you up as best you can.
This approach is working for me and I am sure it will for you. Save your time and mine by giving me your What’s In It For Me line and not your Job title.
LinkedIn gives you the hint. When you are completing your profile it asks for a Professional Headline …. but almost all that I see are just a repeat of the person’s current job title.
The Hit Rate on the On-line version AdelaideNow of the only Daily in little old conservative Adelaide – The Advertiser (Rupert’s first paper and still a strong performer in the stable) is now growing at a rate that surprised them… to the point that the On-line Editor now has equal status with Chief of Staff and Night Editor as direct reports to The Editor…. as such they now consider themselves a Multi-Media company not a Newspaper.
But one that is challenged to find a suitable revenue model … given the lucrative business they have been in as the only NewsPaper in a city of a million people.
At The Times in London each reporter has now a Video Camera … and Mini recording studio on their desk to file a Radio, TV and then Print version of each story. Clearly recognising that there is a very strong shift away from traditional print in all areas an supply peoples need for immediate access to information.
It appears that circulation of the print version of The Advertiser is also dropping… but more so Readership as people opt for more credible News Sources (interstate, national, and independent publishers) especially on Weekends when they have more time … (eg Australian, The Age, The Independent) or getting it delivered direct from a variety of sources via the Net. The Net also provides them with a try before you buy in sampling papers as well.
Annecdotal surveying shows most readers of the very locally focussed Tiser do so out of habit, many have a large level of dis-satisfaction with its quality and credibility and would opt for an alternate if comparable in price and local focus.
Being an older and more conservative market Adelaide has been slow to look to the Net as an alternate source —— it now looks like that trend is changing rapidly!!
Opening up opportunities for online versions of Very Local News… as a cost effective opportunity for those advertisers wanting to reach very local targetted markets.