A couple years ago, TechRepublic hired a fellow to come in and train the editors here how to write compelling titles that attract the desired target audience - which, in our case, is IT professionals. One of the conclusions we drew from this experience was that sex sells... nothing you didn't know already, right? But how do you use sex to talk about IT?
When I got to work this morning, I went through my morning ritual of browsing News.com for stories to compile into the IT News Digest newsletter. My eye immediately landed on this juicy title, "Video iPod gets a little steamier." However, early this morning, the title contained the word "sexier" instead of "steamier." I don't know about you, but visions of a steamy iPod that plays video are blurred or foggy at best. I'm not very compelled to buy a steamy video iPod. I'd much rather buy a sexy one... wouldn't you?
Sonja Thompson started at TechRepublic in October 1999. She is a former Senior Editor at TechRepublic.