If you tweet for business – most of your tweets will get ignored.

I study tweets from dozens of law firms around the world – and most tweets are boring, flat statements.

Many tweets do not:

1. hook the attention of a reader

2. encourage a reader to click through to a link

Here are 3 tips that can help you tweak our tweets – inspired by some fine examples I just saw today.

(This stunning image is from a series of great photos in an article I never would have been aware of – except for the well written tweet that brought it to my attention)

KN photo

1. As you read through the hundreds of tweets, take note of the tweets that hook your attention. Ask yourself WHY these tweets stood out from all the others.

Sometimes it’s about subject matter or  a topic you are interested in.

Often it’s the quality of the wording and description.

I make a habit of  purposely skimming through the hundreds of tweets that pour through. I note the ones that stop me and hook my attention. I study and copy the good examples of the opening sentence and wording.

2. Tease – don’t give it all away. Hook the attention, create curiosity –  then make the reader want to click through to find the answer.

Here’s an example:

Stephanie Bennett ‏‪@stephbennett87


Hundreds of people snapped queuing in Brisbane’s CBD today. For what?

The first sentence “paints a picture” for me and builds curiosity and I want to know what they were lining up for.

I clicked through – it was just a story about free Mexican food – but the point was the tweet hooked my attention and make me want to find out the answer to the question.

Now, lots of lawyers I work with hate sounding too “salesy”. I encourage them that they can still be responsible and dignified and yet more engaging by following this simple technique:

Engaging set-up sentence +   short teasing question

3. Paint word pictures. Pictures hook the eye. Facebook posts with pictures hook more attention than posts without pics.

As you know – in the twitter feed, the pics don’t show – so you have to describe with enthusiasm  what the pics are about.

Here’s a good example of this technique:

kathryn adams ‏‪@kathrynadams

 Great pic “‪@SchneiderK: Head in the clouds: Pilot takes stunning photos from cockpits of planes ‪http://bit.ly/12nOAsd  ‪#travel

I’m so glad I clicked through to this story.  Brilliant photos!  I recommend you check it out too.

As I mentioned, I would have missed the photos – except for the descriptive tweet that suggested/promised what I’d get if I clicked through. I was so impressed – the photos inspired this post!

In a future post I’ll give law firm tweet examples. And YES – you can even make law firm tweets more engaging

So remember, to hook more attention – tweak your tweets.

1. Don’t give it all away  in the tweet – promise the answer to a question – include the question words: What, Why, When, Who, or How

2. If you are linking to photos – suggest what people will see in the photos. Be enthusiastic and use “hot words” such as stunning, breath-taking, amazing etc. Of course your content has to be worth your description. Don’t over-sell and under-deliver!

Another “news” approach is to go for the unusual and the novel – with hot words such as surprising, unexpected, and outrageous.

When I get push-back from lawyers who say  their content is dull – I say find something that IS truthfully surprising or unexpected about your message.


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So – who is writing this ? 

Hi, I’m Tony Biancotti and I’m a lawyer turned journalist and  business communication consultant.

Sure, I can be an over-enthusiastic “nerd” when it comes to business communication – but I get  lots of feedback that people like my enthusiastic knowledge of and passion for the power of words and images and  techniques of engaging people.

I will share with you practical and easy-to-apply tips I’ve gathered over many years working as a:

  • TV journalist
  • political speechwriter
  • lawyer
  • blogger
  • musician and performer
  • coach and trainer in persuasionpositive messagespresenting and better e-mail and business writing.

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