I tweet thrice weekly to remind followers of a new column.
The rules are clear: 140 characters max. Can include a link.
Over the years, I have acquired 743 followers—a nice circle of colleagues and friends.
On April 18, I received an email from Twitter—light gray text with faint blue links.
"Latest product updates and policy changes."
"Here's the latest.
"We've made a few changes that we'd love for you to check out:
"We've launched Periscope, a live, interactive video app that lets you teleport anywhere with a tap. Broadcast privately to a few people or publicly to the world. Periscope seamlessly integrates with Twitter, so you can share with your followers in real time."
The Periscope landing page is light blue with reversed white mouse type.
Three paragraphs later was a line in blue: Learn More
Up popped a 386-word technical Q&A titled: "Privacy Updates: Some revisions to our policies."
At the bottom was a blue bar: "Go to Twitter."
I clicked and it took me to my Twitter page, dominated by a Samsung mobile phone ad.
Takeaways to Consider
- Weak lede: "We've made a few changes that we'd love for you to check out."
- Don't talk "we." This is about "YOU."
- Strong lede: Now you can delight your followers using Periscope—a dazzling communications breakthrough from Twitter!
- Make copy easy to read—not light gray or white reverse mouse type against light blue.
- "Never try to sell two things at once." —Dick Benson
Denny Hatch's new book is WRITE EVERYTHING RIGHT!
"Reading it with delight and admiration at its scope and relevance. I think your observation about the best line ... 'seek medical advice' ... is absolutely hilarious and spot on." —Stan Fineman
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firstname.lastname@example.org • www.dennyhatch.com