Facts → Thesis → Main message

Now every company, every self-respecting service strives to publish in the online magazine vc, advertise services there. As if vc can endure everything🤨.

vc.ru is like Medium, a popular online publication with blogs.

And everything would be normal if they wrote about useful things — about things that worry the readers. No, most of them want to put the simplest advertisement in the article: “Register in our service — and we will solve your problems with food delivery”, “Leave a request — and we will call you back within an hour”.

But how could companies show the credibility, relevance or usefulness for the service? How should they advertise it on the media so that readers don’t have to wash their eyes after that?🤷🏻‍♂️

I read something in the blog Pressfeed on this topic:

“It makes no sense to constantly say ‘Pressfeed is the best media platform.’ This always comes across as an advertisement, and if I write something like this in a media commentary, the journalist will most likely remove that part.

It would be more correct to say “200 thousand requests were sent through Pressfeed”, “55 thousand experts communicate with journalists through the service”. These are interesting facts that lead the audience to the conclusion that Pressfeed is really a big and serious tool”.

So if you want to show the scale of the company’s work — just provide the number of customers, transactions concluded for a certain period, revenue (if possible).

If you want to demonstrate reliability — tell how long you have been working with clients on average, and how large they are. Name these companies (if allowed), let their reputation cast a shadow over your company.

Accordingly, readers don’t judge the statement critically (they can easily find fault with this), but we do better — we let them draw conclusions based on figures and facts. They will accept it more willingly.

And here’s another statement from that article:

“Formulate the key messages of your company and collect a set of theses and facts that would unequivocally prove the main messages of the brand.

And go to the media with theses and facts. Then the right thought will appear in the reader’s head automatically. Also, focus on the talking points and winning facts when you come up with the liner for your Facebook repost”.

The pyramid of the article:

⏏️The main message (make sure that the main theses work for the message you need).

⬆️ Abstracts (deduce theses from numbers, make special sections in the article for them).

⬆️Facts, figures, statistics (ask marketers, sales department within the company).

Everyone already seems to know it. But it’s not a sin to repeat, because the idea is good.