Ripetizione o varietà?

La risposta all’antico dilemma è sempre “dipende”.
Quelli di Brandchannel sono convinti che la ripetizione funziona, almeno per quanto riguarda le notizie (e ne sfornano molte decine alla settimana).

Le pagine sono sempre identiche: dieci titoli, cortissimi, il nome del brand in grassetto, una parola chiave che linka all’approfondimento, quasi sempre un verbo.
Funziona, sono d’accordo con loro. Lo schema è sempre lo stesso, non devi far altro che scorrere i grassetti per vedere se c’è qualcosa che ti interessa:

Brands to Watch

Verizon Wireless readies tiered data pricing plans for 4G services.

Apple woos corporate world by introducing professional dictation software.
http://wwwnew.splinder.com/myblog/edit/post/17737
BMW will unveil EV scooter at Paris Motor Show.

HP‘s Slate tablet pops up in supposed demo on YouTube.

Pantene promotes healthy water in first cause-related marketing campaign.

Zara profits jump on Asian sales.

That Facebook movie? Critics are raving as The Social Network reviews roll in.

Twitter-savvy celebs embrace tweeting for charity.

The title of CBS‘s Twitter-inspired show trips up DVRs.

Joyce Beber, who made hotel queen Leona Helmsley a household name, is eulogized in the WSJ.

Quelli di Ragan, altra multinazionale della comunicazione, amano giocare con la varietà e tra i tanti messaggi che mi arrivano via mail difficilmente ce n’è uno uguale all’altro, dal mittente all’oggetto, dalla struttura del testo al font.
Funziona anche così, soprattutto per il tono diretto e un po’ familiare, senza ombra di fuffa-marketing:

Dear Speech Writer:

Often your executive asks you to write a speech on a time-sensitive issue you’re not familiar with. You simply must be good at writing on the fly.

Now at last there’s a Ragan webinar that will show you how to write killer speeches under intense pressure.

In just one hour, Michael Long, former director of the White House Writers Group, will reveal his secrets for doing your best critical thinking under the gun.

Michael’s webinar, “How to write a really big speech in a really short time (and still do a really great job)” on Tuesday, September 21 from 2 to 3:15 p.m., will be most profitable hour you’ve ever spent on speechwriting.

You’ll be writing high-quality speeches ready to read right off the printer. You’ll know how to collect compelling, powerful material for a speech even if you don’t know the topic well.

Michael is funny, down-to-earth, and the master of the instant 15-minute policy speech.

Won’t you join us on September 21 for his “Big Speech/Short Time” webinar?

Click here for the full agenda.
Cheers,
Kristin Hart-Maravich
Ragan Communications

P.S. If you have a topic you are interested in learning about in a Ragan Webinar, please reply to this email and let me know!