September 29, 2019

Don’t bury the lead (aka lede)

Sent by Jonathan Stark on September 30th, 2019

This week on TBOA, Rochelle and I discuss the importance of letting your reader know “what’s in it for them” right up-front.

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Talking Points

Quotable Quotes

“Burying the lead in a conversation is just as bad an idea when you’re having a sales conversation as it is on your website.” –RM

“If you know what your ideal buyer’s pain is, and you can just say ‘hey, do you have this pain?’ That’s the headline.” –JS

“If you do nothing else before a conversation, an email, a point on the website, the way you’re restructuring your website, you just ask from your viewer’s perspective, “what’s in it for me?” What do they get from this page?” –RM

”You want to find the perfect language that will resonate with the people who you’re trying to reach, right? Well then you’re going to have to decide exactly who you’re trying to reach.” –JS

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