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.