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When the news of an impending snow-pocalypse loomed over the Midwest, the entire region fired up our space heaters in preparation. But there was one subset of the population who could barely contain their glee.

That’s right: the meteorologists.

No one loves a snowstorm more than those map-literate soothsayers. In fact, the serendipitous timing had some people wondering if the local anchors paid off Punxsutawney Phil just to squeeze in a couple more squalls before spring.

Don’t worry: we’re conducting an independent investigation. But as we’ve been glued to the news, we’ve picked up a couple lessons we can apply to our own industry.

Build intrigue

Sure, the sports report is cool, and we love a good local news segment. But it’s the weather people who know they have us right in their (gloved) hands. When they tease their predictions “right after the break,” they know we’ll be waiting with bated (and frosty) breath.

Consider how you can keep people similarly titillated. Maybe it’s sharing a teaser for your Super Bowl spot, or perhaps it’s using a CTA other than “Learn more.”

Make it personal

A good meteorologist will tell you how many inches of snow are coming our way. A great one will tell you what to expect on your morning commute. Because honestly: people just want to know how they are going to be affected.

Which brings us to…

Share the good news

Something that seems to get lost in the day-to-day shuffle of the ad biz is that your product and/or service helps solve a problem. Hooray! That’s really cool. And just like Cleveland icon Betsy Kling gets to tell kids when they have a snow day, you should build excitement and lead with the good news, always.

Now if you’ll excuse us, we have to go snow blow. Again.

Have a predictably warm and cozy weekend, everybody!

—Your bundled-up friends at Brokaw

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