News

Enhancing your communication with persuasive headings

Published

2 years ago

August 23, 2022

NewsDirect

By Goke Ilesanmi

Most times, when we look at a male and say he is handsome or look at a female and say she is beautiful, our compliment is basically based on the attractiveness of the head region which houses the face, teeth, lips, etc. That is why irrespective of how good the bodily frame or shape of a male or female is, if the head region is not attractive, he or she will not be seen to be handsome or beautiful.

The same is true of business communication. Effective headings are very critical to the success of our business/marketing communications. This is because we have just some minutes or even seconds to grab the attention of our prospects and sustain their interest to keep reading our pieces of marketing information, in the form of proposals, sales letters, brochures or even our corporate websites.

Headings are the first thing the prospects read. Findings show that four out of five people decide whether they keep reading to learn about your products and/or services on the basis of your headings.

Level of effectiveness

Do your headings capture your prospects’ attention or discourage them? Are your headings prompting prospects to learn about your products and/or services or throw away your letter? You need to avoid the following heading mistakes:

What to avoid in your headings: The first thing is to avoid emphasising obscure company names. The names of most small- and medium-sized businesses are not popular and unless your company name is among the most-recognised brands such as Suzuki, Heineken, Pepsi, Coca-Cola, Honda, etc., there is a very good chance that people will not associate the name with anything, especially outside of your immediate business environment.

Have you ever seen a print advertisement where the unknown company name occupied the upper part of the page? How did you feel? My professional advice is that unless the name of your company describes what you do, e.g. “Nigerian News Direct”, “Dangote Cement”, “Royal Delicacies Catering Services”, “Ibile Motors”, “Excellent Leaders Secondary Schools”, “Damiland High Schools”, etc., it is not going to grab prospects’ attention. Therefore, move it to the side and make room for a creative heading.

Avoid vague descriptions and statements: Another thing is to avoid vague descriptions and statements. Is your description of products and/or services specific or so generic that it could apply to other types of businesses? Does your heading focus on the selling points that distinguish your products and services from those of competitors?

For instance, research shows that people look at websites the same way they look at magazine adverts. They scan the pages quickly to see if the product or service is something they want. On the web or in a marketing brochure, if you capture their interest, they will keep reading.

The best way to do this is to give them a clear idea of the problems your products or services can solve and/or the benefits you provide. Charlie Cook, a communication expert says, “Use a few carefully selected words such as ‘Reliable Office Supplies, free next day delivery. In-home sports training for exercise enthusiasts. Web and print design that helps your business grow. Costa Rica Travel, Unique off-the-beaten track tours to jungles and beaches’.”

Your page headings should communicate clearly what you offer clients, which problems you solve and the benefits you provide. Therefore, let your headings specify and clarify what you do; describe the problems you solve; define whom you do it for; explain the benefits; emphasise a key selling point and compel your prospects to keep reading.

Grab your prospects’ attention in the first few seconds with your heading. Then follow with compelling copy that clarifies the value of your products and services and you will generate many more sales.

Thomas Hilton, Jr, of Ails Marketing Corporation also stresses that testing the headings is critical whether it is the headings on your website, your subject line in your email or the first words you speak over the phone in a sales call.

You can write out many headings and only then begin narrow your list down to the most effective one(s). Naturally, your best heading would be the one that makes you the most sales.

According to Kris Mills of Words that Sell, a top selling copywriter and respected author of numerous publications, there are so many elements that play a very important part in every advertisement, sales letter, brochure or any piece of business or marketing communications that you write. And one of the most important elements is the heading.

The heading of your piece will either make your readers so excited that they will want to read the rest of your advertisement, letter, etc. or it will make them switch off completely.

Here are some tips experts say you can deploy to help you achieve effective headings in your business communication.

Flagging down your readers: The first one is to flag down your readers. If your product or service appeals to a select group of people, a great way of grabbing their attention is to flag your readers down. People like belonging, they like identifying themselves with select groups. So, by flagging that interest group in your heading, you have instantly attracted the attention of your target group.

Promising your readers benefits: Another thing to do to attract readers’ attention is to promise them a benefit. For instance, in writing a persuasive business proposal, one that identifies the specific problem or need of the recipient, which necessitates writing the proposal, the benefit of the idea is immediately emphasised in the heading, e.g., “Multiplying your school’s profitability and popularity through exceptional career seminar”; “Advertising your organisation on www.gokeilesanmi.com.ng for high local and global publicity and acceptability”; “Boosting your schools’ corporate image through solutions to identified Nigerian English challenges”, etc.

To be continued

PS: For those making inquiries about our CV/Profile Writing and Speech Writing Services; Political Persuasion and Presentation Course; General Public Speaking and Business Presentation Course; Professional Writing Course, etc., please visit the website indicated on this page for details.

GOKE ILESANMI (FIIM, FIMC, CMC), CEO of Gokmar Communication Consulting, is an International Platinum Columnist, Professional Public Speaker, Career Mgt Coach and Certified Mgt Consultant. He is also a Book Reviewer, Biographer and Editorial Consultant. Tel: 08056030424; 08055068773; 08187499425

Email: [email protected]

Website: www.gokeilesanmi.com.ng

News

LASG connects over 688,000 poor households with stakeholders for poverty reduction

Published

2 hours ago

May 4, 2024

NewsDirect

…Certifies 603 pre-payment certificates for projects across 20 LGAs

By Sodiq Adelakun

The Lagos State Government has taken a significant step towards reducing poverty in the state by connecting 688,759 poor and vulnerable households on the register with SFMDAs, development partners, corporate organizations and other relevant stakeholders.

This was announced by the Honourable Commissioner for Economic Planning and Budget, Mr. Ope George, at the 2024 Ministerial Briefing held on Thursday at the Bagauda Kaltho Press Centre, Alausa, Ikeja.

According to the Commissioner, the Ministry has successfully registered 688,759 heads of poor and vulnerable households, comprising 2,681,507 members, as validated by the National Social Safety-Nets Coordinating Office (NASSCO), Abuja.

He revealed the registration has enabled the state government to provide a holistic approach to poverty reduction, improving the livelihoods of households through connections with Social Fund for Millennium Development (SFMDAs), development partners, corporate organisations, and other stakeholders.

According to him, “As a Social Protection Nexus and the custodian of the Lagos State Single Social Register (LASSR),

“The Ministry has been able to register 688,759 Heads of Poor & Vulnerable Households and 2,681,507 Members of Households as validated by the National Social Safety-Nets Coordinating Office (NASSCO), Abuja. The LASSR is hosted on the State’s website.

“These efforts aligned with Mr. Babajide Olushola Sanwo-Olu’s T.H.E.M.E.S+ agenda.

“Deepening the Mining Process, the Ministry is currently mining data for various stakeholders, including Socio-Functional Ministries, Departments, and Agencies, Development Partners, Civil Society Organizations and Philanthropists to facilitate access to Social Intervention programmes aimed at uplifting the Poor and Vulnerable Households.

“A total of 592,602 Poor and Vulnerable Heads of Households (PVHHs) have benefited from various social interventions Statewide.”

Also, while speaking the commissioner announced the certification of 603 Pre-Payment Certificates (PCs) for projects executed across all 20 Local Government Areas (LGAs) in the state.

He said the certified projects were carried out collaboratively by 46 Ministries, Departments, and Agencies (MDAs) in partnership with 410 contractors, covering both direct labor and outsourced services.

The projects span across nine sectors, including Economic Affairs, Education, Environmental Protection, General Public Services, Health, Housing and Communities Amenities, Public Order and Safety, and Social Protection.

According to the breakdown of Pre-Payment Certificates PCs, it was gathered that across nine critical sectors reveals a concentrated effort towards economic advancement, education, environmental protection, public services, health, housing, and public safety.

With 256 PCs allocated to the Economic Affairs Sector, 77 to Education, 75 to Environmental Protection, 62 to General Public Services, 47 to Health, 77 to Housing & Communities Amenities, and 9 to Public Order and Safety, the Ministry underscores its commitment to holistic development and sectoral progress.

Also, the Ministry has made significant strides in its efforts to promote economic growth and development in the state.

“The State through this Ministry has led another milestone delivery, as the first State to publish a State specific economic update tagged ‘Lagos Economic Development Update’ (LEDU) Report.

“The report summarises the State’s macroeconomic outlook, economic journey and prospects; projects the economic landscape and gives insight into the sector’s productivity for ease of access to economic growth and development,” He reiterated.

News

Oyo Govt unveils free technology skill training for 1,000 students

Published

2 hours ago

May 4, 2024

NewsDirect

As part of its effort to ensure quality and sustainable development in the education sector in line with the Omituntun 2.0 Agenda of the state governor, ‘Seyi Makinde, the Office of the Human Capital Development has revealed its readiness to train 1,000 senior secondary schools students on free coding and non-code technology skills.

The Executive Assistant to the Oyo State Governor on Administration, Revd. Idowu Ogedengbe, stated this on Friday, during a Press Briefing held at the Governor’s Office, Secretariat, Agodi, Ibadan.

Ogedengbe noted that the initiative, which is aimed at launching a groundbreaking technology programme to empower senior secondary school students across the 33 Local Government Areas of Oyo State, with technology skills, will be implemented in partnership with some private investors in the technology sector.

He maintained that the training, which will be held between July 15th and July 19th at the International Conference Centre, University of Ibadan, will begin with selected schools in all the eleven (11) local governments in Ibadan Main and Less Cities, while other beneficiaries from the remaining local governments will be trained at a subsequent date.

He said, “This pilot programme will witness an unprecedented event where 1,000 senior secondary school students from the 11 local governments of Ibadan will receive specialised training in coding and non-code tech skills.”

“The next phases of the initiative would see us taking the training to the remaining LGAs with a view to ensuring that the impact is widespread and even across all the constituencies in Oyo State.

“This initiative marks a significant milestone in our commitment to providing quality education and preparing our youth for the challenges and opportunities of the 21st century.

“CodeGarage Africa has been at the forefront of promoting digital literacy across Africa, and we are delighted to partner with them in this endeavour with the support of Zeeh Africa and 386Konsult. We aim to equip our students with the tech skills and knowledge necessary to thrive in the increasingly digital world.

“The importance of coding or non-code tech skills cannot be overstated in today’s society, from driving innovation to solving complex problems, tech skills are a fundamental skill that opens doors to countless opportunities.

“Introducing coding education to our senior secondary school students will allow us to lay the foundation for a future where they can excel in technology-driven fields and contribute meaningfully to the development of our state and beyond.”

Ogedengbe added that the programme is in tandem with the vision of Governor Makinde on education, as his government’s policy is not only to invest in the future of the youths but to also position Oyo State as a hub for innovation and technological advancement.

He, therefore, encouraged stakeholders, including parents, educators, and the private sector, to support and participate in the laudable programme to unlock the full potentials of the young stars to become leaders in the digital age.

In their remarks, the partnering private investors, CodeGarage Africa, Miss Dolapo Ayeni and her counterpart, Zeeh Africa, Mr David Adeleke, said training the students from the grassroots level is very useful to the ecosystem.

They added that it is another way of catching them young and also exposing them to entrepreneurship, even as they called for more partners to collaborate with the Oyo State government.

News

We registered below 3,000 data controllers, processors despite identifying 500,000 — NDPC Commissioner

Published

2 hours ago

May 4, 2024

NewsDirect

By Matthew Denis, Abuja

The National Commissioner and Chief Executive Officer of Nigeria Data Protection Commission (NDPC), Dr. Vincent Olatunji has disclosed that the level of compliance for the registration by data controllers and processors given by the commission is still low.

He revealed that they have only registered below 3000 Data controllers, processors despite identifying 500,000 in the country.

The Commissioner made the disclosure during an exclusive interview with Nigerian NewsDirect at his office in Abuja on Thursday.

Recall that the agency has notified all entities, including businesses, educational institutions, healthcare providers, and other organisations that collect personal data of individuals, that registration is mandatory in accordance with Section 5(d) of the Nigeria Data Protection Act, 2023.

The Commission had commenced registration on January 30th, 2024 to conclude on June 30th, 2024 and added that entities that fail to register within this time frame will be subject to penalties.

Dr. Olatunji while speaking to NewsDirect said, “the ecosystem is just revolving and a lot of people don’t really understand what we’re talking about regarding Data controllers, Data processors. That’s why we’re going loud to create awareness.”

The Commissioner stressed that they’re done with the first phase and very soon they will commence with the second phase the need for them to register which speaks on the reputation of their organization, compliance and credibility and one thing that this will create is trust and confidence in your data processing activities as an organization.

“We have up to the end of June, 2024 for all of them to register and we’re starting another massive campaign for them to register in the next two weeks.”

According to him in terms of compliance for registration with the commission the situation is still low.

He said, “When we started in 2022 we had about 1,777 data controllers and processors and last year it rose to over 2,000 but it’s very low when compared to the number of data controllers and processors we have identified in the country.

“We have identified about 500,000 and today we’re doing less than 3000 that means we have not even started at all, that is why we’re speaking to stakeholders and bringing everybody onboard.

“We have released the guidelines strategy telling you who qualifies as a Data controllers and processors and their categories in the country.”

The Commissioner emphasised that it’s their expectation that Nigerians will embrace the programme and key into it for the safety of the country with accurate data collection and protection.