a single source, nothing corroborates it

Repeat the one idea until it lands

Once you know the single thing you stand for, say it in the same tone, look and words over and over, because repetition is what makes it stick rather than what wears it out. Settle the headline before making the thing, and rewrite any self-focused announcement into the lesson it contains, so the line offers the reader something instead of asking for attention.

The method

1. 01

   Once you know your one idea, repeat it without variation: the same tone, look and message told again and again lands harder each time.

2. 02

   Rewrite a self-focused announcement into the specific lesson your work contains, so the headline offers the reader something rather than requesting their attention.

3. 03

   Settle on the headline first and build the content to fit it, rather than producing something and then trying to find a compelling title for it.

What it returned

• 1,000

  A podcast plug that flopped could have been retitled around how the world's ten largest startups found their first 1,000 users - the actual subject of the show.

• Compared to the recurring Matt Damon gag on Jimmy Kimmel's show, which improves by the fiftieth repetition

Sources

• The genius of no name's brandHarry Dry · Marketing Examples · What can we learn from no name? · undated
• The key to self promotion on RedditHarry Dry · Marketing Examples · How not to do it · undated
• How to approach viral content marketingHarry Dry · Marketing Examples · How to approach viral content marketing · undated