Captain’s log, stardate 20190929

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

Is it lead or lede?
What does it mean to bury the lead?
Burying the lead in conversation
Using the pain point as your headline
Knowing when to ask the question
Letting the audience know what’s in it for them
Conversational emails that aren’t about content
Burying the lead means you’re not exhibiting authority and confidence
Making sure that you’re being clear for your audience
Choosing the right audience

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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Yours,

—J