Black Belt Web Marketing.pdf - Costa del Sol

Subject Line Guidelines:
From these five steps you can how important your announcement is. If it doesn’t get
noticed, zilch happens. So, what does it take for a subject to get noticed?
Watch out for long subjects. Long subjects over 55 characters get cut off. Make sure
that if your subject is cut off it doesn’t lose its importance and key words don’t
appear.
Don’t use all caps. On the Internet that is considered "shouting" and is rude. It’s also
harder to read. Consider instead making one or two words all caps for emphasis.
Match the tone of the other subject lines. A subject with hype stands out as inappropriate in a
group where other subjects are straight-forward statements. A straight-forward subject in among
hyped up subjects will also standout as out of step.
Especially moderated groups where an administrator is screening out-of-step
message, a hype announcement won’t get published. In no-holds barred,
unmoderated groups, probably only hyped subjects get noticed. You’ll quickly see by
reviewing other announcements what tone is being set by the other group members.
Match the interest of the group. If you are announcing in a special interest group, try
to make the subject more appropriate to the members’ interests. That could have a
noticeable impact on how your announcement is received. In a moderated group, it
could mean the difference between accepting and rejecting your announcement.
Completing the Subject Lines Worksheet
Before writing the subject line for your announcement, briefly describe the event being
announced as if you were talking to a friend.
Newsworthy Subject Lines: An effective way for your announcement to attract
attention is to promote its most newsworthy aspect. Imagine that you are writing the
headline for a news release. What it takes to interest an editor is not coincidentally
what it would take to interest the general public. See if this sample headline doesn’t
have a "newsworthy" quality. Then think up three different news headlines
for your web site (don’t stop at one).
"Shortage of Web Marketing Specialists Spawns New Internet Training"
Question Subject Lines: Subject lines phrased as a question often work well. Draft
three interesting questions that are answered at your web site particularly in regard to
the event being announcing. Here is a sample question subject line that gets our
announcements noticed:
Lesson 3 Pg. 7