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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

Climax First: The New Rule for Content & Marketing

Written By: Carol Roth | Comments Off on Climax First: The New Rule for Content & Marketing
Forget the foreplay in today’s information-overloaded world

We were all told growing up that when we wrote or produced other content to tell a gripping story with an opening that built up to the big point you were trying to make at the end. But with all of the distractions in our lives, you now have to “get right to it” with your blogs, advertisements, audiocasts or videos or risk losing your audience.

Yes, that means starting with the conclusion- or the climax- first. Get straight to the big finish and then support it with evidence, more details and the like. If you don’t, your audience may never stick with you long enough to find out your important point, if they even give it a shot in the first place.

You can do this in several ways. One strategy that I use is an attention grabbing headline that gets straight to what you want to say. I also use paragraph headings where I bold the intro to the paragraph with the conclusion, and then let the rest of the paragraph give the backup facts. In video, I have used similar strategies calling out the issue first and then making my case.

So, sorry to all of those English teachers out there…the art of the story has gotten a little lost in today’s world. If you are a business owner trying to capture your customers’ attention, often you are going need to “get to it” without the foreplay.

Article written by
Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is a judge on the Mark Burnett (Shark Tank, The Voice, Survivor, The Apprentice) produced technology competition series, America's Greatest Makers, airing on TBS and Host of Microsoft's Office Small Business Academy show. Previously, Carol was the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country, and a contributor to CNBC, as well as a frequent guest on Fox News, CNN, Fox Business and other stations. Carol's multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011-2015) and has her own action figure. Twitter: @CarolJSRoth