I use Paper.li as a stand-in for an RSS feed of my twitter stream – my basic “Daily” is just all the links from all the people I follow, and I skim it once or twice a day, typically (it’s at http://paper.li/cori?#!all, if you care to look).
Today as I was skimming I saw a bunch of links about Yahoo! buying RockMelt. Since I haven’t really cared about RockMelt since I stopped experimenting with it a month or so after it launched (social media’s just really not all that central to me, so RockMelt’s utility – for me – was pretty low) I basically noted the fact and moved on.
Then I saw this headline pop up:
I’m not a big fan of TechCrunch – haven’t been for a while. It’s probably a good source of information for a lot of folks, but I don’t tend to enjoy their coverage, so their links go mostly unclicked by me and I find out about whatever they’re covering somewhere else. This link, however, caused me to click through even though I had skipped plenty of other links on the same subject, even ones from Kara Swisher, whose work I usually enjoy a great deal more.
Because the TechCrunch headline targeted my interests better. It was quick and to the point, illustrated what might be interesting to me in the RockMelt story. I don’t care how much Yahoo! paid. In fact, I don’t care much about Yahoo! at all (although I admire Mayer for what she’s trying to do there) so Swisher’s headline had no interest to me. However I do think a lot about what our adoption of a given business’s solutions means to us when that business is acquired, so TechCrunch’s headline generated interest that Swisher’s did not.
Not a revolutionary concept, I know, but (to me) an interesting example of the importance of targeting the right audience.