White Papers

Get Inside the Head of your Prospect

This week, the NMC team started reading a book called Positioning: The Battle for Your Mind, by Ries and Trout. We heartily recommend this book. The key point that this book makes about communications and advertising is the importance of thinking of the person you are communicating to, rather than thinking about the topic you are communicating about. If you are writing a press release, think about the targeted reader as opposed to the event or news item that you are writing about. This kind of thinking will help you in positioning your message so it will have an impact on the reader.

For example, if you are writing about a trade show, think about the features of that show that will benefit the reader. Is it an outdoors show that will offer educational exhibits about how to fish or how to pack a backpack? Then start off your press release describing the ways in which people can learn new skills to enjoy the outdoors by attending this show. This will work better than simply naming the company names of all the exhibitors at the show.

...more of Nancy's Tips