Let’s face it…the only way ANY marketing piece – but especially an investor awareness piece – has a chance of succeeding is if the reader is immediately captivated by a powerful headline.
A headline that tells the reader immediately – and clearly – why the company featured is not only important…but potentially an important part of his immediate financial future.
But be careful: a headline that makes an obscene promise – or one that lacks immediate credibility – is a sure-fire way for any investor awareness piece to land quickly in the reader’s recycle bin.
Take a look at any successful investor awareness piece and you’ll notice something very quickly about the writing: there’s great storytelling involved.
By its very nature, the challenge of convincing readers that a company is worth more attention is one that requires the writer to tell a compelling story. In some cases, that story might focus on the company’s unique technology…or in others the story might be in the background of the company’s management.
But no matter what the source of the material – in order to keep the reader interested enough to engage in a call-to-action…the writer absolutely MUST convince the reader that the company’s story is a good one.
In today’s tough market, it’s important for anyone building an investor awareness campaign to minimize risk wherever possible.
The potential damage that result from a weak headline…sub-par copy…or missed deadlines is simply too great for any marketer to ignore.
When it comes to the copy for your next campaign, what would you rather have? The uphill battle of helping a “green” copywriter learn the ropes while you sweat the details and deadlines…or the comfort that comes with a decision to partner with one of the most experienced – and successful – copywriters in the industry?
Jody Madron has 15 years of experience in the investment newsletter business…and many of his investor relations promotions rank among the most successful pieces mailed over the past three years.
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