View this email in your browser COBALT COMMUNICATIONS News and Inspiration about Character(s) | February 2022 Characters: Building Blocks of Story   Character refers to a key actor in a story, but it also refers to an individual letter making up a word. Both are essential building blocks, and both react to other elements around them. Characters respond to the heroes and villains they encounter. And letters change their sound based on letters that precede or follow them. That's why it's possible to have on and one, bit and bite and slim and slime. Bottom line: characters count, which is why it’s so imperative to pay attention to each and every one. Don’t agree? Then consider this 27-character masterpiece story attributed to Ernest Hemingway: For sale: baby shoes, never worn. In journalism, the mighty headline demands attention. In just a few characters, it must capture triumph (VE-Day — It’s All Over and Man on the Moon) and tragedy (Beatle John Lennon Slain and IMPORTANT. Assassination of President Lincoln). In marketing communications, the headline is equally important. Whether you’re trying to stop a magazine reader with a print ad, garner a click on social media or compel someone to read your blog, the headline carries a huge responsibility. If it doesn’t pique interest, what follows may never be read. Which is why writers must devote as much time to crafting headlines as they do to telling the perfect story. Luckily, there is more method than madness when it comes to writing great headlines, and anyone can learn how to find the perfect balance between science and sensationalism. READ MORE Did You Know? According to a 2016 story in The Atlantic, The New York Times publishes about 230 stories, graphics, interactives and blog posts daily. That’s a lot of content — and a lot of headlines that must compel, cajole and captivate. As a point of comparison, in a 1988 article published in the journal Et cetera, veteran reporter Lynn Ludlow estimated that a typical print newspaper produces up to 200 headlines a day. Either way, newspaper copywriters are generating thousands of headlines a year. It’s a fierce competition that requires fierce writing skills. For Deep Divers Success Story West Signature Visual In 2019, Cobalt was asked to create a signature visual for West Pharmaceutical Services. Our solution consisted of a graphic “W” meant to echo the diamond in the West logo. This graphic was paired with a companion headline designed to look like a drop-down menu, making it possible to highlight important keywords.   READ MORE Cobalt-60 Blog The Psychology of Slogans A slogan is a short, easily remembered phrase used to advertise an idea or a product. Like a headline, it needs to be short, memorable and emotionally evocative to generate positive associations in consumers. Yes, characters count in slogans, too.   READ MORE Cobalt-60 Blog How to Bulletproof Your Writing Like headlines, lists are important tools for writers. They help to create hierarchy, emphasize key points and, in some cases, spell out a specific sequence. They also follow certain rules and conventions. This blog provides a beginner’s guide to writing lists.   READ MORE 540.689.0288 BOLT FOR A BUDDY We work hard every month to make Bolt from the Blue an entertaining, informative publication. If you enjoy receiving our newsletter and know someone who might find value in our content, would you please forward this issue to them? They can read past issues and subscribe on our website. FORWARD TO A FRIEND LET'S KEEP IN TOUCH F O L L O W on F A C E B O O K F O L L O W on L I N K E D I N F O L L O W on I N S T A G R A M Copyright © 2022 Cobalt Communications, All rights reserved. Want to change how you receive these emails? You can update your preferences or unsubscribe from this list.