Short and Sweet
While working this week with my token web startup, I was able to help with their press kit for this upcoming week’s press events. The director of product and I see very eye to eye on the basic concept that short and sweet is the best way to get a point across. Choose your words wisely and leave something to the imagination. These things encourage questions, which lead to conversations, and discussions are where you’ll really have the opportunity to promote, not in your blurb that gets handed/emailed to a bunch of underpaid and overworked journalists. Intrigue them and the chances you might actually get covered increases.
This weekend I sat in on a talk about the struggle between intimacy and eroticism (I promise I’m going someplace with this). The sex therapist was helping couples in long term relationships understand why their sexual lives had fizzled out. Her theory was that we long for security and intimacy which comes from knowledge of your partner, but that eroticism is derived from the unknown and mysterious and therefore anticipated. The advice given was to keep your sex life interesting, keep trying new things, and create erotic spaces which are separate from the other parts of your life in order to increase the mystery, the anticipation, and the erotic nature of the acts.
The connection? When generated a press kit with feature lists and taglines… make them SEXY. Differentiate and separate your product from that which is already known to add anticipation for something new. Discuss it in a mysterious way where you show part of the story but leave the reader asking for more.
