This is a short one today for two reasons: I’m launching Michelle Lott‘s new website later today so time’s at a premium, and I’m hoping the brevity of today’s note sticks with you.
The first words count most.
Impress me or lose me.
My buddy Dan Golka from Med Tech Directory shared something on LinkedIn yesterday and tagged me.
He promoted Rand Brenner’s webinar, “Landing your first licensing partner.” (If you ever consider licensing, talk to Rand. He’s good. Tell him I sent you.)
I wrote Dan privately and learned he just wanted me to share it.
(I don’t encourage tagging people so they see it. I think it’s a bit lazy and spammy. Send a personal private note instead.)
Dan asked for “brutal honesty” whether I liked his post.
I replied, “It is with great pleasure that I am sharing this free webinar.” (emphasis mine)
“Nobody cares about your pleasure, Dan, and you wasted the most important part of the message,” I brutally explained.
His second sentence began, “Rand Brenner of Licensing Consulting Group is….”
Who? And still, nothing in it for me.
I advised, “Critically read every sentence, every word. Is it necessary? Does it give motivating information?” then spent five minutes on the CoSchedule Headline Analyzer I frequently recommend and suggested this rewrite:
“How can you land your first licensing partner? I don’t know. But Rand does: [link].”
Better, wouldn’t you agree?
So I hope the next time your company is “Pleased or proud to announce” something, remember, it’s always “What’s in it for me?”
Musical interlude
Been listening to my now 326-song strong YouTube playlist for two days straight. Haven’t gotten through all the songs yet.
Here’s one. I know you’ve seen it. But watch it again. It holds up and the opening scene’s spit-take made me laugh out loud yesterday.
Fast Round
- If you got this far… Related story, “You Won’t Finish This Article,” which I did not finish.
But here’s the first paragraph, verbatim.
I’m going to keep this brief, because you’re not going to stick around for long. I’ve already lost a bunch of you. For every 161 people who landed on this page, about 61 of you—38 percent—are already gone. You “bounced” in Web traffic jargon, meaning you spent no time “engaging” with this page at all.
- For sale: A better version of you.
This inspiration for your marketing copy, People Don’t Buy Products…
If social proof will motivate you to click, the story was liked 3,329 times.
- Did you see this? “Barack Obama” tells us to “Stay woke, bitches.”
Thank you for joining me on The Journey.
See you next week – or sooner – if you choose to reply to this email,
P.S. I had a really tough time picking which song to share with you. You almost got this one, which my sister Carolyn will appreciate. It was the biggest hit on my elder sister’s favorite record, circa 1970.
P.P.S. I really hope you check out my music video playlist. I really think you’ll enjoy it and it will be fun to hear which songs you liked best. ????
