In our on-line world, where fan page numbers explode and web hits ebb and flow in the hundreds of thousands, it’s easy to think that this is only kind of communication that there will ever be. All the change and innovation is as seductive as it is inspiring. But every now and then something will happen that helps me realize that effective communication really is about the same old recipe. I experienced one of those moments last week.
It was a great meeting. I was with some valued colleagues and some very cool new partners who were presenting a concept for an e-mail that, in my world, was going to be an important milestone. My peers will understand that an e-mail that goes out to a big enough list can be the difference between a tsunami of support and a trickle of “isn’t that nice.” This was one of those meetings. We were pouring over details of the time the e-mail would be sent, the way we were dividing the recipient lists, how the graphics should appear, and were dissecting every piece of the text. After all, this e-mail was going to make a big difference for some important causes around the world. It had to be right.
At one point in the meeting, we turned to the all-important topic of subject lines. In the relatively new world of on-line communications, there is already a robust science behind the magic of the subject line. A good subject line gets people elected, sells a lot of products, or can cause a lot of excitement.
At one point we thought we had found the right mix of words that would get this e-mail opened, inspire people to take action, and get across our message. One of the people in the room was an expert on this topic. She and my colleagues had excellent ideas, and I was reminded how cool on-line communicators are when they are really in touch with a project. They knew the subject line should be short, active, and sincere, with a bit of humor that keeps people wanting more. And right there it hit me. I had heard all of these words before. Not from an on-line expert or a programmer or a writer, but from Grandpa Hess.
My Grandfather, one of the noblest men in my world, was a modest person who immigrated during an era of genocide to his new, beloved home in America. He worked hard, and eventually became a photo engraver. He would tell me with pride how his art was at the cutting edge, how the printers and publishers he worked with counted on them to do their job with total perfection, and how their work was integral to the way we consumed and shared information. He was right. One of the best lessons I received from him was about the way that moveable type helped dictate the language that was used in newspapers. He explained how every letter counted, and that words were weighted by their size, impact and sincerity. He would take me through a headline and (even though his art had long since been surpassed by innovations in graphics technology) would explain why the right word employed the perfect algorithm of size, look, sound and emotion.
So it’s not a new science. Good communication is changing the rules but still follows a lot of tried and true laws. Grandpa would have loved our subject line. And he would have been an amazing on-line director.