ProblemHow to get people to notice your content and be attracted by it.

The current landscapeHow does the way things are effect the content we should be producing?

Solution

• Create attention grabbing headlines for your content and also for social media promotion.

Inspiration injection

• A blank screen is a killer for getting started

• Make things move forward by exercising the creative part of the brain using examples.

• Ideas are crucial to the process

• One idea is easy, one workable idea every day for five years is hard

• Keeping an ideas notebook to feed the machine is good

Distraction is the super villain you must defeat• You are competing with the ass of Kim Kardashian

• You are competing with Daily Mail Online, Huffpo, Buzzfeed, etc.

• You are competing with Twitter, Facebook, etc.

• 100 hours of video is uploaded to youtube every minute

• Your target reader is more distracted now than in the entire history of the human race.

What is this book?

• This book is a tool, to be used when the problem of creating a new headline occurs.

• Help with narrative structure to your headline

• A guide to send you off in the right direction

• A reference as to what two incongruous words can change meaning and excite when put together

• How a reader can be BANG! Stopped in their tracks, with a few

• How the uncongruous juxtaposition of seemingly unrelated words can create an attractive tension

The writers tool box

• This book for headline creation

• A notebook that goes everywhere with you

• A mind full of fantastic examples of the written word

• Uninterrupted time with your method of getting ink done

• The books, Elements of the written word, Stephan King on Writing, Ogilvy on Copywriting, Bob Bly's book on Copywriting.

• A sense of wonderment, cheekiness and dedication to the craft.

Forget the platform, focus on the message

• Not, "Will it work on Twitter", but "is this the message readers want to consume."

• Social media is a tool, a mechanical form of publishing to the public, it is not an end it itself.

• Own as much of the publishing system as possible, ie. Have a website and email list rather than a Facebook page.