I’ve been writing for years and I’ve always felt that promotional “stories” are icky unless they provide value. Alas, management doesn’t always agree even if the data proves that sales-focused content turns people off. So I tried to find a unique angles and headlines that would entice people to click and read.
Here are a few examples.
- To promote a new newsletter, The Residential Round-up, that I helped launch along with TRD’s head of product I created a blog post that featured the top trending topics of that week (based on clicks)
- To promote the other new newsletter that I also was instrumental in launching (TRD is VERY lean – that’s why I was part of everything) I wrote a blog post that was intentionally matter-of-fact with little to no fluff. CRE is very straight-forward as opposed to “resi” which is mostly agents who thrive on FOMO
- I was asked to promote TRD’s YouTube channel. I had to think on that one a bit longer so what I did is create a sort of fake “trending videos of the week” weekly article series that surprisingly did VERY well!