Topic Bridges

Many people who write content for their web sites quickly run out of ideas about what to write after the first few articles. This is sad because it is so unnecessary.

Good copy writing is a skill with many facets to it. One facet is knowing how to pick a topic.

Some people think that this is easy. "I sell widgets," they say, "So I should write about widgets."

However, unless your product or service is a Tier 1 product or service (by which I mean that it directly serves the public on a topic that the public regularly discusses in large numbers), you will run out of interesting stuff to write very, very quickly. An example of a Tier 1 product would be a Justin Bieber t-shirt.

The solution for most marketers, including content writers, is a topic bridge. Here is an example of a topic bridge:



In this case, a well-known American laundry detergent built a topic bridge in their Facebook advertisement to American football. What's the connection? It's the fact that football players get their uniforms dirty, and the product seller implies that using their product will not only clean the uniform but preserve the quality of the colors in the uniform as well.

That's a topic bridge.

By talking about the colors in NFL uniforms, the laundry detergent manufacturer gets the attention of football fans and plants the idea that their detergent will not only keep the football uniforms good-as-new, it will do the same for the football fans' own clothing as well.