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Using Audience Analytics to Get Your Stories Read by Charlie Meyerson - DeKalb, Illinois, NewsTrain - Oct. 29-30, 2015

This presentation helps journalists use audience analytics to inform better headline writing and attract readers to their stories. Charlie Meyerson, vice president for news at Rivet Radio Inc., prepared it for DeKalb, Illinois, NewsTrain on Oct. 29-30, 2015. It discusses "interesting words," email's importance, types of headlines, headline word and order choices, and click-through patterns. It is accompanied by a handout, "Writing headlines to get your story read." NewsTrain is a training initiative of Associated Press Media Editors. More info: http://bit.ly/NewsTrain

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Using Audience Analytics to Get Your Stories Read by Charlie Meyerson - DeKalb, Illinois, NewsTrain - Oct. 29-30, 2015

  1. 1. Using audience analytics to get your stories (and email, tweets and Facebook posts) read Charlie Meyerson @Meyerson linkedin.com/in/cmeyerson Charlie@RivetNewsRadio.com 708-TEQ-NEWS
  2. 2. Who am I ... and why am I here? I worked here for 13 years:
  3. 3. Who am I ... and why am I here? I worked here for 13 years:
  4. 4. Who am I ... and why am I here? I worked here for 13 years:
  5. 5. Who am I ... and why am I here? I worked here for 13 years:
  6. 6. Who am I ... and why am I here? I worked here for 13 years:
  7. 7. Who am I ... and why am I here? But before and after that, I worked in radio news for more than 20 years:
  8. 8. Who am I ... and why am I here? But before and after that, I worked in radio news for more than 20 years:
  9. 9. Who am I ... and why am I here? But before and after that, I worked in radio news for more than 20 years:
  10. 10. Who am I ... and why am I here? But before and after that, I worked in radio news for more than 20 years:
  11. 11. Who am I ... and why am I here? But before and after that, I worked in radio news for more than 20 years:
  12. 12. Who am I ... and why am I here? But before and after that, I worked in radio news for more than 20 years:
  13. 13. Who am I ... and why am I here? But before and after that, I worked in radio news for more than 20 years:
  14. 14. Who am I ... and why am I here? But before and after that, I worked in radio news for more than 20 years:
  15. 15. ... And why is radio relevant to audience development in the age of the Internet and social media? Because ...
  16. 16. ... And why is radio relevant to audience development in the age of the Internet and social media? Because ...
  17. 17. Radio’s been fighting the urge to click away since the early 20th Century http://www.fredsuniquefurniture.com
  18. 18. Radio’s been fighting the urge to click away since the early 20th Century For radio (and, later, TV), the competition has almost always been a click away. http://www.fredsuniquefurniture.com
  19. 19. Radio’s been fighting the urge to click away since the early 20th Century For radio (and, later, TV), the competition has almost always been a click away. http://www.fredsuniquefurniture.com
  20. 20. Now, for everyone ... ... Whether you’re peddling shoes or news, the competition is just a click away.
  21. 21. Now, for everyone ... ... Whether you’re peddling shoes or news, the competition is just a click away. How do you gain, keep and grow an audience?
  22. 22. Email is the key.
  23. 23. Show of hands: • How many of you check Facebook, Twitter and email regularly? • How many check all three at least once a day? • How many of you, when you check them, scroll all the way back to the last item you checked ... • On Twitter? • On Facebook? • On email?
  24. 24. Show of hands: • How many of you check Facebook, Twitter and email regularly? • How many check all three at least once a day? • How many of you, when you check them, scroll all the way back to the last item you checked ... • On Twitter? • On Facebook? • On email?
  25. 25. Show of hands: • How many of you check Facebook, Twitter and email regularly? • How many check all three at least once a day? • How many of you, when you check them, scroll all the way back to the last item you checked ... • On Twitter? • On Facebook? • On email?
  26. 26. Show of hands: • How many of you check Facebook, Twitter and email regularly? • How many check all three at least once a day? • How many of you, when you check them, scroll all the way back to the last item you checked ... • On Twitter? • On Facebook? • On email?
  27. 27. Show of hands: • How many of you check Facebook, Twitter and email regularly? • How many check all three at least once a day? • How many of you, when you check them, scroll all the way back to the last item you checked ... • On Twitter? • On Facebook? • On email?
  28. 28. Show of hands: • How many of you check Facebook, Twitter and email regularly? • How many check all three at least once a day? • How many of you, when you check them, scroll all the way back to the last item you checked ... • On Twitter? • On Facebook? • On email?
  29. 29. Show of hands: • How many of you check Facebook, Twitter and email regularly? • How many check all three at least once a day? • How many of you, when you check them, scroll all the way back to the last item you checked ... • On Twitter? • On Facebook? • On email?
  30. 30. Assuming people use email ... (and if they’ve given you their email addresses, they’re confirming not only that they do, but that they’re willing to hear from you and that they’re the sort of people who look at email once in a while) ... How do you get people to open it?
  31. 31. Assuming people use email ... (and if they’ve given you their email addresses, they’re confirming not only that they do, but that they’re willing to hear from you and that they’re the sort of people who look at email once in a while) ... How do you get people to open it?
  32. 32. Assuming people use email ... (and if they’ve given you their email addresses, they’re confirming not only that they do, but that they’re willing to hear from you and that they’re the sort of people who look at email once in a while) ... How do you get people to open it?
  33. 33. It’s the writing.
  34. 34. What’s ahead We’ll be discussing … • “Interesting words.” • Email’s importance. • Types of headlines (SEO, “curiosity gap”). • Headline word and order choices. • Clickthrough patterns. ... And we’ll be dissecting actual examples.
  35. 35. Writing for digital media ... isn’t different from writing in general. What’s always been interesting, what’s always been can’t-put-it-down, is still interesting, can’t-put-it-down.
  36. 36. Writing for digital media The difference is ... ... now we know what works and what doesn’t.
  37. 37. Writing for digital media The difference is ... ... now we know what works and what doesn’t. And email is the key to learning.
  38. 38. The right email at the right time, with the right content and the right subject line:
  39. 39. The right email at the right time, with the right content and the right subject line:
  40. 40. The right email at the right time, with the right content and the right subject line: ... often achieved Tribune Co. editorial newsletter-leading 60 percent clickthrough rates – 60 clicks per 100 subscribers.
  41. 41. The right email at the right time, with the right content and the right subject line: ... often achieved Tribune Co. editorial newsletter-leading 60 percent clickthrough rates – 60 clicks per 100 subscribers. And it went to tens of thousands of subscribers. How?
  42. 42. It’s the writing ... ... and watching how that writing works for the audience.
  43. 43. It’s the writing ... ... and watching how that writing works for the audience.
  44. 44. It turns out ... Writing for the Web has a lot in common with writing for broadcasting – writing for the ear.
  45. 45. Secrets to getting people not to tune out - - for radio and, it turns out, just about anything on the Web: Omit needless words. -- Will Strunk, The Elements of Style, 1918 Twitter. Texting. Tiny smartphone screens, 2012. Need we say more?
  46. 46. Secrets to getting people not to tune out - - for radio and, it turns out, just about anything on the Web: Omit needless words. -- Will Strunk, The Elements of Style, 1918 Twitter. Texting. Tiny smartphone screens, 2015. Need we say more?
  47. 47. Secrets to getting people not to tune out - - for radio and, it turns out, just about anything on the Web: • Select the most interesting word or phrase.
  48. 48. Secrets to getting people not to tune out - - for radio and, it turns out, just about anything on the Web: • Select the most interesting word or phrase. • Make that the first element of your story (and, in email and on the Web, your headline or subject line), and let your writing flow from there.
  49. 49. But what are the most interesting words?
  50. 50. But what are the most interesting words? • Develop a sense of the wider world’s priorities by checking sites like Google Trends: google.com/trends/
  51. 51. But what are the most interesting words? • Develop a sense of the wider world’s priorities by checking sites like Google Trends: google.com/trends/ • And develop a sense of your audience’s priorities by monitoring clicks.
  52. 52. By your clicks shall ye know them The People Formerly Known As the Audience are telling you what they want.
  53. 53. By your clicks shall ye know them The People Formerly Known As the Audience* are telling you what they want. * Jay Rosen, 2006: http://archive.pressthink.org/2006/06/27/ppl_frmr.html
  54. 54. By your clicks shall ye know them The People Formerly Known As the Audience* are telling you what they want. In doing so, they’re telling you how to get them interested in content they may think they’re not interested in. * Jay Rosen, 2006: http://archive.pressthink.org/2006/06/27/ppl_frmr.html
  55. 55. The joy of email
  56. 56. The joy of email • Summon your most devoted users at will
  57. 57. The joy of email • Summon your most devoted users at will • Your biggest fans share their interests
  58. 58. The joy of email • Summon your most devoted users at will • Your biggest fans share their interests • Lingers in the inbox, unlike the rivers of Twitter and Facebook
  59. 59. The joy of email • Summon your most devoted users at will • Your biggest fans share their interests • Lingers in in-box, unlike the rivers of Twitter and Facebook • Fixed – unlike website home pages – and so, easier to gauge elements’ popularity
  60. 60. The joy of email • Summon your most devoted users at will • Your biggest fans share their interests • Lingers in in-box, unlike the rivers of Twitter and Facebook • Fixed, unlike website home pages – and so, easier to gauge elements’ popularity • Heat maps make patterns easy to spot
  61. 61. But ... ... Ya gotta get ’em in the door. So ...
  62. 62. Would you do this?
  63. 63. No, but many companies do just that.
  64. 64. No, but many companies do just that. ... by failing to use Subject and From fields wisely.
  65. 65. Use your Subject and From fields wisely Interesting words first
  66. 66. Use your Subject and From fields wisely Interesting words first
  67. 67. Use your Subject and From fields wisely Interesting words first Don’t repeat Subject from day to day
  68. 68. Use your Subject and From fields wisely Interesting words first Don’t repeat Subject from day to day
  69. 69. Use your Subject and From fields wisely Interesting words first Don’t repeat Subject from day to day Don’t echo From fields in Subject
  70. 70. Use your Subject and From fields wisely Interesting words first Don’t repeat Subject from day to day Don’t echo From fields in Subject
  71. 71. Compare these to those in the previous screens. Which would you click?
  72. 72. Compare these to those in the previous screens. Which would you click?
  73. 73. Compare these to those in the previous screens. Which would you click?
  74. 74. Compare these to those in the previous screens. Which would you click? Note how few words you get here.
  75. 75. Compare these to those in the previous screens. Which would you click? Note how few words you get here. If the future is mobile, now more than ever, every word – every syllable – counts.
  76. 76. Compare these to those in the previous screens. Which would you click? Note how few words you get here. If the future is mobile, now more than ever, every word – every syllable – counts. Strunk & White: Omit needless words.
  77. 77. Anatomy of an email turd
  78. 78. Anatomy of an email turd Consider what we see, word for word ...
  79. 79. Anatomy of an email turd Consider what we see, word for word ...
  80. 80. Anatomy of an email turd Consider what we see, word for word ...
  81. 81. Anatomy of an email turd Consider what we see, word for word ...
  82. 82. Anatomy of an email turd Consider what we see, word for word ...
  83. 83. Anatomy of an email turd Consider what we see, word for word ...
  84. 84. Anatomy of an email turd Consider what we see, word for word ...
  85. 85. Anatomy of an email turd Consider what we see, word for word ...
  86. 86. “Unbeatabl...” what?
  87. 87. “Unbeatabl...” what?
  88. 88. “Unbeatabl...” what?
  89. 89. “Oh, that’s what a circular is ...”
  90. 90. So ... What are the odds you’ll open the next email you get from these guys, if it’s labeled and subject-lined the same way?
  91. 91. What’s your audience interested in?
  92. 92. Watch your clicks.
  93. 93. Watch your clicks. • Little-clicked items amid more-clicked items.
  94. 94. Watch your clicks. • Little-clicked items amid more-clicked items.
  95. 95. Are you out of sync?
  96. 96. Are you out of sync? More-clicked items among little-clicked items.
  97. 97. Are you out of sync? More-clicked items among little-clicked items.
  98. 98. Headlines that work
  99. 99. Headlines that work Two kinds of headlines: • Search-engine-optimized headlines (headlines for robots). Good for story-level placement. • “Curiosity gap”-optimized headlines (headlines for people). Good for front-page and email placement, for print publications ... and for social media (Twitter, Facebook).
  100. 100. Headlines that work Two kinds of headlines: • Search-engine-optimized headlines (headlines for robots). Good for story-level placement. • “Curiosity gap”-optimized headlines (headlines for people). Good for front-page and email placement, for print publications ... and for social media (Twitter, Facebook).
  101. 101. Headlines that work Two kinds of headlines: • Search-engine-optimized headlines (headlines for robots*). Good for story-level placement. • “Curiosity gap”-optimized headlines (headlines for people). Good for front-page and email placement, for print publications ... and for social media (Twitter, Facebook). *Andy Crestodina: orbitmedia.com/blog/write-for-robots-write-for-people/
  102. 102. Headlines that work Two kinds of headlines: • Search-engine-optimized headlines (headlines for robots*). Good for story-level placement. • “Curiosity gap”-optimized headlines (headlines for people). Good for front-page and email placement, for print publications ... and for social media (Twitter, Facebook). *Andy Crestodina: orbitmedia.com/blog/write-for-robots-write-for-people/
  103. 103. Headlines that work Two kinds of headlines: • Search-engine-optimized headlines (headlines for robots*). Good for story-level placement. • “Curiosity gap”-optimized headlines (headlines for people). Good for front-page and email placement, for print publications ... and for social media (Twitter, Facebook). *Andy Crestodina: orbitmedia.com/blog/write-for-robots-write-for-people/
  104. 104. Headlines that work Two kinds of headlines: • Search-engine-optimized headlines (headlines for robots*). Good for story-level placement. • “Curiosity gap”-optimized headlines (headlines for people). Good for front-page and email placement, for print publications ... and for social media (Twitter, Facebook). *Andy Crestodina: orbitmedia.com/blog/write-for-robots-write-for-people/
  105. 105. ‘Curiosity gap’ The difference between what you know and what you want to know Like The Onion, the editorial team at Upworthy begins with dozens of headlines and works on them until they create what Mr. [Eli] Pariser called “a curiosity gap” — a need to know more that prompts the impulse to click on something. -- David Carr, The New York Times http://mediadecoder.blogs.nytimes.com/2012/07/09/two-guys-made-a-web-site-and-this-is-what-they-got/
  106. 106. SEO-friendly headline techniques • Place the story's most relevant word or phrase as close as possible to the start of the headline. • Simple, direct headlines (with familiar names). • “How-to” or “Why” headlines. • Accentuate the positive. Say what did happen, not what’s unchanged or stable.
  107. 107. SEO-friendly headline techniques • Place the story's most relevant word or phrase as close as possible to the start of the headline. • Simple, direct headlines (with familiar names). • “How-to” or “Why” headlines. • Accentuate the positive. Say what did happen, not what’s unchanged or stable.
  108. 108. SEO-friendly headline techniques • Place the story's most relevant word or phrase as close as possible to the start of the headline. • Simple, direct headlines (with familiar names). • “How-to” or “Why” headlines. • Accentuate the positive. Say what did happen, not what’s unchanged or stable.
  109. 109. SEO-friendly headline techniques • Place the story's most relevant word or phrase as close as possible to the start of the headline. • Simple, direct headlines (with familiar names). • “How-to” or “Why” headlines. • Accentuate the positive. Say what did happen, not what’s unchanged or stable.
  110. 110. SEO-friendly headline techniques • Place the story's most relevant word or phrase as close as possible to the start of the headline. • Simple, direct headlines (with familiar names). • “How-to” or “Why” headlines. • Accentuate the positive. Say what did happen, not what’s unchanged or stable.
  111. 111. Elements of Style: Use definite, specific, concrete language
  112. 112. Elements of Style: Use definite, specific, concrete language • Regardless of headline or writing style ... Consider words’ “point value.”
  113. 113. Elements of Style: Use definite, specific, concrete language • Regardless of headline or writing style ... Consider words’ “point value.” Created by New York Post veterans: http://www.amazon.com/University-Games- 1520-Man-Bites/dp/B000087BDT
  114. 114. ‘Curiosity gap’ headlines • Assume most people aren’t interested. Write headlines to engage people who think they’re not interested, and your core audience will still be there for you. (Dare them not to be interested.) • Play down location. (Except for famous locations.) • Play down names. (Except for famous names.)
  115. 115. ‘Curiosity gap’ headlines • Assume most people aren’t interested. Write headlines to engage people who think they’re not interested, and your core audience will still be there for you. (Dare them not to be interested.) • Play down location. (Except for famous locations.) • Play down names. (Except for famous names.)
  116. 116. ‘Curiosity gap’ headlines • Assume most people aren’t interested. Write headlines to engage people who think they’re not interested, and your core audience will still be there for you. (Dare them not to be interested.) • Play down location. (Except for famous locations.) • Play down names. (Except for famous names.)
  117. 117. ‘Curiosity gap’ headlines • Assume most people aren’t interested. Write headlines to engage people who think they’re not interested, and your core audience will still be there for you. (Dare them not to be interested.) • Play down location. (Except for famous locations.) • Play down names. (Except for famous names.)
  118. 118. ... And one to avoid: • ACRONYMS. The crack cocaine of B2B writing. Avoid them. Unless your metrics say otherwise. (And they probably won’t.)
  119. 119. ... And one to avoid: • ACRONYMS. The crack cocaine of B2B writing. Avoid them. Unless your metrics say otherwise. (And they probably won’t.)
  120. 120. ... And one to avoid: • ACRONYMS. The crack cocaine of B2B writing. Avoid them. Unless your metrics say otherwise. (And they probably won’t.) Image: http://www.business2community.com/marketing/42-b2b-marketing-acronyms-and-abbreviations-0192246
  121. 121. ... And one to avoid: • ACRONYMS. The crack cocaine of B2B writing. Avoid them. Unless your metrics say otherwise. (And they probably won’t.) Image: http://www.business2community.com/marketing/42-b2b-marketing-acronyms-and-abbreviations-0192246
  122. 122. ... And one to avoid: • ACRONYMS. The crack cocaine of B2B writing. Avoid them. Unless your metrics say otherwise. (And they probably won’t.) Image: http://www.business2community.com/marketing/42-b2b-marketing-acronyms-and-abbreviations-0192246
  123. 123. ... And one to avoid: • ACRONYMS. The crack cocaine of B2B writing. Avoid them. Unless your metrics say otherwise. (And they probably won’t.) Image: http://www.business2community.com/marketing/42-b2b-marketing-acronyms-and-abbreviations-0192246
  124. 124. ... And one to avoid: • ACRONYMS. The crack cocaine of B2B writing. Avoid them. Unless your metrics say otherwise. (And they probably won’t.) Image: http://www.business2community.com/marketing/42-b2b-marketing-acronyms-and-abbreviations-0192246
  125. 125. What works? • Simple, direct headlines (with generic nouns for unfamiliar names). The most-clicked Internet headline (or most-read newspaper headline) ever might be ...
  126. 126. What works? • Simple, direct headlines (with generic nouns for unfamiliar names). The most-clicked Internet headline (or most-read newspaper headline) ever might be ...
  127. 127. Most-clicked headline ever? -- Credit for headline: Paul Muth
  128. 128. ... or maybe more so:
  129. 129. ... or maybe more so:
  130. 130. ... or maybe more so:
  131. 131. ... or maybe more so: With a puppy.
  132. 132. ‘Curiosity gap’ headlines • Questions: ‘Who was Deep Throat?’
  133. 133. ‘Curiosity gap’ headlines • Questions: ‘Who was Deep Throat?’ • Ellipses, teases: ‘Nation’s fattest city is ...’
  134. 134. ‘Curiosity gap’ headlines • Questions: ‘Who was Deep Throat?’ • Ellipses, teases: ‘Nation’s fattest city is ...’ • Pull-quotes: ‘Suck it up, wussies.’ • BuzzFeed style: ‘You won’t believe ...’ (But be careful with those.)
  135. 135. ‘Curiosity gap’ headlines • Questions: ‘Who was Deep Throat?’ • Ellipses, teases: ‘Nation’s fattest city is ...’ • Pull-quotes: ‘Suck it up, wussies.’ • BuzzFeed style: ‘You won’t believe ...’
  136. 136. ‘Curiosity gap’ headlines • Questions: ‘Who was Deep Throat?’ • Ellipses, teases: ‘Nation’s fattest city is ...’ • Pull-quotes: ‘Suck it up, wussies.’ • BuzzFeed style: ‘You won’t believe ...’ (But be careful with those. Make sure we won’t believe.)
  137. 137. The power of YOU • Works with SEO-friendly headlines. • Works with “curiosity gap” headlines.
  138. 138. The power of YOU • Works with SEO-friendly headlines. • Works with “curiosity gap” headlines.
  139. 139. The power of YOU • Works with SEO-friendly headlines. • Works with “curiosity gap” headlines.
  140. 140. The power of YOU • Works with SEO-friendly headlines. • Works with “curiosity gap” headlines. http://www.theonion.com/a rticles/secondperson- narrative-enthralling- you,30380/
  141. 141. Your turn: Write a headline for this story
  142. 142. Your turn: Write a headline for this story AP’s original headline:
  143. 143. Your turn: Write a headline for this story AP’s original headline: Family joins search for man swept away during Calif. flood
  144. 144. The case for sentence case
  145. 145. The case for sentence case ... vs. Title Case for headlines:
  146. 146. The case for sentence case ... vs. Title Case for headlines: • Concrete nouns drive traffic.
  147. 147. The case for sentence case ... vs. Title Case for headlines: • Concrete nouns drive traffic.* * Strunk and White: “Use definite, specific, concrete language.”
  148. 148. The case for sentence case ... vs. Title Case for headlines: • Concrete nouns drive traffic.* • The most concrete concrete nouns are Proper Nouns. * Strunk and White: “Use definite, specific, concrete language.”
  149. 149. The case for sentence case ... vs. Title Case for headlines: • Concrete nouns drive traffic.* • The most concrete concrete nouns are Proper Nouns. • So why not make Proper Nouns easier to find? * Strunk and White: “Use definite, specific, concrete language.”
  150. 150. The case for sentence case ... vs. Title Case for headlines: • Concrete nouns drive traffic.* • The most concrete concrete nouns are Proper Nouns. • So why not make Proper Nouns easier to find? * Strunk and White: “Use definite, specific, concrete language.” A demonstration ...
  151. 151. Find proper nouns:
  152. 152. Find proper nouns:
  153. 153. Find proper nouns:
  154. 154. ... But does this work? Yes, it does. A major professional organization -- a site that previously hadn’t strung together two successive months of record traffic -- achieved record pageviews ... • for the next 5 straight months. • for 10 of the following 12 months.
  155. 155. ... But does this work? Yes, it does. A major professional organization -- a site that previously hadn’t strung together two successive months of record traffic -- achieved record pageviews ... • for the next 5 straight months. • for 10 of the following 12 months.
  156. 156. ... But does this work? Yes, it does. A major professional organization -- a site that previously hadn’t strung together two successive months of record traffic -- achieved record pageviews ... • for the next 5 straight months. • for 10 of the following 12 months.
  157. 157. ... But does this work? Yes, it does. A major professional organization -- a site that previously hadn’t strung together two successive months of record traffic -- achieved record pageviews ... • for the next 5 straight months. • for 10 of the following 12 months.
  158. 158. ... But does this work? Yes, it does. A major professional organization -- a site that previously hadn’t strung together two successive months of record traffic -- achieved record pageviews ... • for the next 5 straight months. • for 10 of the following 12 months.
  159. 159. Recap • Don’t take your audience for granted. Write your headlines and subject lines for people who (think they) aren’t interested. Your core audience will stick around. • Study your metrics: email heatmaps, Google Analytics on your website -- anything that gives you visual cues to ways you’re synced (or not) to your audience’s priorities. • Apply those insights to headlines, subject lines, social media. • Omit needless words. • Put your most compelling words at the start.
  160. 160. Recap • Don’t take your audience for granted. Write your headlines and subject lines for people who (think they) aren’t interested. Your core audience will stick around. • Study your metrics: email heatmaps, Google Analytics on your website -- anything that gives you visual cues to ways you’re synced (or not) to your audience’s priorities. • Apply those insights to headlines, subject lines, social media. • Omit needless words. • Put your most compelling words at the start.
  161. 161. Recap • Don’t take your audience for granted. Write your headlines and subject lines for people who (think they) aren’t interested. Your core audience will stick around. • Study your metrics: email heatmaps, Google Analytics on your website -- anything that gives you visual cues to ways you’re synced (or not) to your audience’s priorities. • Apply those insights to headlines, subject lines, social media. • Omit needless words. • Put your most compelling words at the start.
  162. 162. Recap • Don’t take your audience for granted. Write your headlines and subject lines for people who (think they) aren’t interested. Your core audience will stick around. • Study your metrics: email heatmaps, Google Analytics on your website -- anything that gives you visual cues to ways you’re synced (or not) to your audience’s priorities. • Apply those insights to headlines, subject lines, social media. • Omit needless words. • Put your most compelling words at the start.
  163. 163. Recap • Don’t take your audience for granted. Write your headlines and subject lines for people who (think they) aren’t interested. Your core audience will stick around. • Study your metrics: email heatmaps, Google Analytics on your website -- anything that gives you visual cues to ways you’re synced (or not) to your audience’s priorities. • Apply those insights to headlines, subject lines, social media. • Omit needless words. • Put your most compelling words at the start.
  164. 164. Recap • Don’t take your audience for granted. Write your headlines and subject lines for people who (think they) aren’t interested. Your core audience will stick around. • Study your metrics: email heatmaps, Google Analytics on your website -- anything that gives you visual cues to ways you’re synced (or not) to your audience’s priorities. • Apply those insights to headlines, subject lines, social media. • Omit needless words. • Put your most compelling words at the start.
  165. 165. Charlie Meyerson @Meyerson linkedin.com/in/cmeyerson Charlie@RivetNewsRadio.com 708-TEQ-NEWS

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