McNerney team uses headlines to tell the story

The folks who are running Congressman Jerry McNerney's blog understand marketing and writing for the web. Take a look at the picture above and glance at the headlines in the right column (recent posts).

[Well, until I can get Blogger to display the image properly, I'll repeat the headlines here so you can actually read them. They are: McNerney votes for Responsible Redeployment from Iraq Act, McNerney helps prevent cuts to lab worker retirement benefits, Contra Costa Times: "McNerney comes through...", Did you know Richard Pombo's "longtime friend" is running against me?, What you want: "Give 'em hell, Jerry!", and McNerney on releasing earmark requests: "I came to Washington on a campaign of openness and ethics".]

Headlines that stand on their own to tell your story are marketing 101, but too many campaign blogs choose cute or clever over compelling. Informative headlines are even more important on the web because people may be subscribing to your feed and only ever seeing the headline. When you can't be sure people are getting the whole article, you better be sure to use the headline to get your top-line message across.

--Louella Pizzuti

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