Extra! Extra! Read all about it!… or… Breaking News!! Gets your curiosity up, doesn't it? And that is exactly why these statements are so effective in selling the news. But what about the tried and true information that doesn't scream out for attention today?
That is precisely why there are two unique ways to get your message out…
If you want your message to be valid and valuable to your clients and students for years to come, make it principle centered. If you want it to depict a "Look What's Happening Now…" story, then make it news centered. Here's what we mean…
A principle-centered message works, where a news-centered message won't, if you want to make it evergreen.
Principle centered means that the message is based on principles; truths, things that are constant. For example, gravity is a principle.
If you base your content on principles, people will still find it pertinent and valuable years after you create it. For example, the book "Think and Grow Rich" is based on principles, and as a result, people are still reading it and gaining valuable knowledge from it decades after it was written.
On the other hand, news-centered messages have more of a headline atmosphere to them. Examples of news-centered messages would include things like reviews of current products or information, predictions, recessions and retractions.
It is fairly obvious that principle-centered messages will stand the test of time, where news-centered messages won't. If someone wrote an article about the wonderful features and benefits of the newly-released iPod and how it will revolutionize the way we listen to audio, it definitely would not have any relevance or impact as time passes.
However, the benefit of the news-centered message is that it works well at grabbing the attention of your audience. It's the same way newspapers use headlines to grab the attention of their potential readers.
When you create your content, consider this carefully… is it principle centered or news centered? Once you've determined that, you have to decide how and where to use that content to make the best use of it.
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Hey guys! What a great post! I had never thought about this before but I really like the idea of putting together content that will stand the test of time. This is a great thing to be conscious of when putting together posts. Thanks for sharing this!
Angela´s last [type] ..Your life Simplified-How To Plan Your Day
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Pat & Lorna Reply:
August 9th, 2010 at 8:25 pm
Angela,
Having something that can help people and will be relevant to them for a long time is, to us, an important part of what we do. And… we also teach some "technical" things which we all know can change a lot. Each has it's own unique function and importance… as you've said so well… a great thing to be conscious of.
Thanks,
~ Pat and Lorna
[Reply]
Hey guys! This is a great post! I had never thought about this before but I really like the idea of putting together content that will stand the test of time. This is a great thing to be conscious of when putting together posts.
Angela´s last [type] ..Your life Simplified-How To Plan Your Day
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This is something that we all should consider when writing blog posts, articles, etc. Headlines are the hook that draw our readers in. They need to capture the attention of our readers, or they will be on to the next best thing.
Thanks for giving us some insight into the logistics of writing effective headlines. I will definitely take your advice to heart!
Kathy Jodrey´s last [type] ..Emotional Clearing With EmMatrix…Thank You Sandhan! Summer Scenery Series 4
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Pat & Lorna Reply:
August 9th, 2010 at 8:27 pm
Kathy,
Oh yes, people will not be too keen on reading any further than the heading if it doesn't reach out and grab them… darn those short attention spans of ours…
Thanks,
~ Pat and Lorna
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Pat & Lorna, Wow, some really good information here! Some things I guess I never really considered. Principle centered vs. News centered. Sounds like some very important things to consider when choosing a headline for our post or article. Thanks for the very useful tips! Joseph McDevitt
Joseph McDevitt´s last [type] ..How To Make Free Capture Pages
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Pat & Lorna Reply:
August 9th, 2010 at 8:28 pm
Joseph,
Your most welcome… glad we could pass on something helpful.
Thanks,
~ Pat and Lorna
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Pat and Lorna. As usual, you both have delivered some great nuggets of marketing advice. While getting a readers attention is critical, you really do have to be sure you match your content headline with what is actually in the content. Otherwise, people will simply start to tune out your messages in the future.
Scott Pollov´s last [type] ..Why Write A Business Plan – Eight Great Reasons!
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Pat & Lorna Reply:
August 9th, 2010 at 8:30 pm
Scott,
We definitely do not want to confuse and frustrate our readers… after all, they are our customers, or potential customers. Great point!!
Thanks,
~ Pat and Lorna
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Great blog post today knowing where you headline is principle or news based if your website promotes other peoples websites and programs, question is the website news or principle based?
Is there a way to make it both?
Monty Ferbert
http://gardenblog.bluestreakhits.com
[Reply]
Pat & Lorna Reply:
August 9th, 2010 at 8:34 pm
Monty,
Perhaps there are news-type articles and topics that can also deal with principals… that would depend on the content. It's basically something that would have to be determined upon reviewing the website and it's content.
Thanks,
~ Pat and Lorna
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Hi Pat and Lorna,
Great post and a wonderful tip. I haven't heard anyone discuss or suggest principle-centered headlines thus far…only attention grabbing tactics. It makes perfect sense to ensure that at least some of your headlines are evergreen for long term success. Thanks a bunch!
Linnea´s last [type] ..Do You Have a Social Media Strategy
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Pat & Lorna Reply:
August 9th, 2010 at 8:36 pm
Linnea,
Yes, for people it's not always about what's new and today's "thing". People also want to know that they're learning something that will be relevant for a long time to come.
Thanks so much,
~ Pat and Lorna
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This is a really excellent point, and one that I often forget! I try and make my headings STAND OUT, mostly by being odd, or funny
but that does not always work. I need to focus more on the news and/or principle centered headings!
Thank you for this great advice!
Lorri Ratzlaff´s last [type] ..Vision Statements Goals Aspirations & A Way To Get There
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Pat & Lorna Reply:
August 9th, 2010 at 8:41 pm
Lori,
Well, personally we like odd and funny
… but you're right, probably not everyone does. It's the content of your blog that will be news-centered or principal-centered… either talking about something new and current, or something that will be with your readers for a long time. You could still use a bold and flashy news-centered heading for a principal-centered post… as long as it lets the reader know what they're in store for.
Thanks,
~ Pat and Lorna
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This definitely makes sense. Headlines need to grab attention, but also be clear as to whether the piece is principle or news centered. I definitely am not a fan of deceptive marketing strategies, though it becomes more and more common as it gets harder and harder to capture people's attention.
Thanks for sharing this great information, Pat & Lorna!
Beth Allen´s last [type] ..Superfoods- Fuel of Today’s Superheroes!
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Pat & Lorna Reply:
August 9th, 2010 at 8:43 pm
Beth,
Oh boy, do we know what you mean… a lot of times coming up with a heading takes almost as long as writing the post. It needs to grab people's attention and be relevant all at the same time.
Thanks,
~ Pat and Lorna
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I've tried to create mostly evergreen content; however, my industry, mortgage, is ever evolving. But still some general principals apply. I've gotten the most views and comments on current news, stuff that people are very interested in, but it isn't being covered anywhere. I received the most actions taken from evergreen pieces.
Jeremiah M. Wean´s last [type] ..Great News on USDA Home Loan Funds
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Pat & Lorna Reply:
August 9th, 2010 at 8:44 pm
Jeremiah,
It is interesting how you get different reactions to the different content. Seems like a mix of both types of content is a good thing.
Thanks,
~ Pat and Lorna
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This is so true. Headlines, for me, are the toughest part. It seems like I spend more time on headlines than the articles. I think I have a mental block.
Melodie Kantner´s last [type] ..EFT – Release Emotional Blocks To Network Marketing Success
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Pat & Lorna Reply:
August 9th, 2010 at 8:49 pm
Melodie,
We know what you mean! Although we need to look at what is in our message… and how do we want to have it perceived by our readers. Is it something they can use for a long time, or is it talking about the latest "craze"? This can help in determining how we want our readers to perceive what we are telling them.
Thanks
~ Pat and Lorna
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Pat and Lorna, I usually try to grab with my Post Titles. Sometimes is works and some it doesn't. One thing I have learned no matter what the Title, Heading, ect. if you don't suck them in with the first Paragraph, kiss them good bye. Also by somehow working the Title into the first few sentences Google,the denizens of the dark side, will take notice Of course big mouth here violated both of those rules with this weeks post. Go Figure.
Nelson´s last [type] ..Promptings
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Pat & Lorna Reply:
August 9th, 2010 at 8:51 pm
Nelson,
Oh boy… do we agree with you. Get their attention quick or it wanders away pretty darn fast.
And breaking the rules now and then is a good thing…
Thanks so much,
~ Pat and Lorna
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Hi,
A very interesting perspective.
I always thought a headline that grabbed people's attention was more of a attention getter although that may not stand the teat of time.
Thanks for sharing
Maggie
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Pat & Lorna Reply:
August 10th, 2010 at 8:56 pm
Maggie,
It's the content that is either news-centered or principal-centered… although it can apply to headlines as well. If you are someone who teaches the newest technologies, then your content will be more news-centered… if you teach things that deal with the principals in our lives, then of course your content will be more principal-centered.
Thanks for the comment!
~ Pat and Lorna
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TEST of time
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Pat & Lorna Reply:
August 10th, 2010 at 8:57 pm
Maggie,
LOL!!
~ Pat and Lorna
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Definitely something to keep in mind, whether writing a blog post, email campaign, shooting a video, or any other type of marketing activity. Thank you so much for this very valuable reminder.
You really want to choose which type of activity you are using because it's got to be one or the other. If you don't choose you may wind up with a little of both methods, which would just water down each one.
Live with passion and purpose,
Vanessa
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Great comparison! I totally agree that principle centered posts are much better than news centered posts. I would much rather have my posts mean something a year from now(or later) than just for a day or two.
Kevin M.´s last [type] ..Do it anyway!
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Pat & Lorna Reply:
August 12th, 2010 at 8:13 pm
Kevin,
Teaching life principals can make such a huge impact in peoples' lives. We agree… it is so cool to have our message stand the test of time and add value to people's lives for a significant amount of time.
Thanks!
~ Pat and Lorna
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I totally agree it is most important to have a headline that is both intriguing and an attention grabber! I believe that what we are doing by posting informative information is we need it to be able to stand the test of time! Our goal is to offer people value that is not only helpful now, but information that other people refer others to through months and years to come. Thanks for the important differentiation between the two types!
Darcy Dunkley´s last [type] ..A Huge Step Towards Happiness
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Pat & Lorna Reply:
August 12th, 2010 at 8:16 pm
Darcy,
Offering valuable information that can help others in their lives now and for time to come is something we value a lot. If people have the right principals, they can turn so many aspects of their lives into true success!
Thanks,
~ Pat and Lorna
[Reply]
Wow Pat and Lorna!
Knowing your purpose before you write the post is so helpful.
I believe you need both. One to attract people short term and the other that allows the reader to get other relevant content that stands the test of time.
Thank you for this simple yet powerful distinction.
To Your Genius,
Eiji
Eiji Morishita´s last [type] ..The Gift of Simplicity
[Reply]
Pat & Lorna Reply:
August 13th, 2010 at 2:00 pm
Eiji,
"Knowing your purpose before you write"… a very cool statement. We really like the way you've worded that.
Thanks so much for your comment… and for stopping by our blog.
~ Pat and Lorna
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Pat and Lorna, I never really considered the two different approaches you break down. You don't have much time to grab a prospects attention – this post will help give some direction to us headline grabbin' bloggers.
Tim Somers´s last [type] ..TSA Gives My Send Out Cards Blog A Boost
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Pat & Lorna Reply:
August 13th, 2010 at 7:18 pm
Tim,
Headline grabbin' is great… and the cool thing is your content can be newsy and up to date… or it can be principal-based and be relative over a long period of time. Grab their attention with the headline and then follow with the content that suits your message.
Thanks,
~ Pat and Lorna
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You guys have such meaningful posts. I never thought about the difference but it's huge. I will certainly consider is it principle centered or news centered every time when I post something or write anything to publish.
Thanks,
Michael
[Reply]
Pat & Lorna Reply:
August 13th, 2010 at 7:22 pm
Michael,
Thanks so much for the comment… and it is something to think about. Sometimes both types work and sometimes one will be more appropriate than the other.
~ Pat and Lorna
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I've read posts of yours where you've suggested evergreen comments. I love that you are applying this concept to blog posts now. Thanks for the inspiring and useful tips!
[Reply]
Pat & Lorna Reply:
August 13th, 2010 at 7:29 pm
Jacqueline,
Thanks so much for stopping by and for the comment… we appreciate you!
~ Pat and Lorna
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It is interesting to think about it this way. I often think about my blog posts in these general terms but it is nice to put a simple label on the concept. I will consider before I write something how long of a "shelf-life" it will have. If it is really important for the moment, I will tackle it and spend the time…otherwise I have tended to think about posts that are more philisophical or have a really long "shelf-life."
Thanks you guys.
Bruce Backman´s last [type] ..How to Create Ebooks- Video Tutorials- Audio Series and so much more by attending Crushers College
[Reply]
Pat & Lorna Reply:
August 15th, 2010 at 6:59 pm
Bruce,
"Shelf-life" is a great term… thanks! We do believe your topic is more conducive to principal-centered content… or as you say… "a long shelf-life".
Thanks,
~ Pat and Lorna
[Reply]
Hi Pat and Lorna,
This was good to think about. I had sort of been doing this automatically, but now that you have brought it to my attention, I can see how it is valuable to focus on this for each post and article. Come to think of it, my stats on the number of reads on my articles reflects this. I can see which ones continue to be read are indeed principle centered. Thank you for pointing this out.
Carolyn Elizabeth Blake´s last [type] ..Blog Syndication- Make it Easy For Your Readers
[Reply]
Pat & Lorna Reply:
August 19th, 2010 at 6:41 pm
Carolyn,
And the great thing is that they will continue to be read again and again! It is good to notice what type of content works with your message.
Thanks,
~ Pat and Lorna
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I’ve recently started a blog, the information you provide on this site has helped me tremendously. Thank you for all of your time & work.
[Reply]
Pat & Lorna Reply:
August 20th, 2010 at 5:59 pm
You're very welcome. Glad we could help.
~ Pat and Lorna
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