How Can Bulgarians Help YOUR Biz?
September 21st, 2007 by Lani VoivodEver hear of a “hook”?
It’s that clever angle - a powerful and uniquely-positioned entryway - into an article, press release, or other piece of communication that grabs your readers’ attention and compels them to take the bait into your world.
Author and Communications Guru Jonathan Kranz enlisted a bunch of his “Bulgarian friends” to nab MY attention and lead me to this fab article on www.RainToday.com.
As Mr. Kranz explains:
By “Bulgarian,” I mean a proof point or intriguing “thing” that makes your promise credible or at least provocative. Bulgarians can be:
- Numbers: Use statistics to quantify the value of your benefit:
- TrackStar’s Automatic Verification Data Eliminates 30% - 35% of Home Delivery Errors
- Stories: Demonstrate your benefit in real-life action:
- Learn How Bling Co. Leverages TrackStar to Reach New Markets in Record Time
- Secret Ingredients: Introduce something new and unfamiliar into the benefit message:
- Transportation Transformation: TrackStar’s “Feedback Loop” Corrects Addressing Errors In Real-Time
He goes on to show you how you can “recruit Bulgarians” to help you with your special reports, articles, press releases, white papers, and smorgasbord of other marketing materials - and specifically in that all-important HEADLINE.
What I love about Kranz’s article is he invokes all the tricks and tools he talks about in this article - weaving a story about a copywriter’s before-n-after victory, using lots of quick examples to demonstrate his point, showing how numbers in headlines can make all the difference - skipping along the whole way, hand in hand with his favorite Bulgarians.
In fact, I think it’s fair to say this:
Using “Bulgarians” effectively is a prime and wonderfully fun way to “A-Ha Yourself!”
