Written by: Vickie Sullivan | October 01, 2024
Project 2025: A Branding Lesson from the Media
In a typical election season, people ignore anything longer than three pages. This summer, though, the 800-plus page Project 2025 report captured lots of people’s attention.
Project 2025 is the blueprint for the next Republican president. Spearheaded by the conservative Heritage Foundation, this game plan was written for wonky policy nerds. You will be hard-pressed to find that much jargon in one place.
Media outlets covered the report constantly during the summer. That they took something so banal and made it interesting to the general masses is a branding lesson for all of us.
How the Media Created Interest in Project 2025
Here are two things the general media did in their coverage of Project 2025 that you can use to make your ideas catch fire.
• Summaries in plain English. Assuming no one would read the entire book, media outlets took sections and created short missives in grade-school language. In the crowded content marketing world, we are all in the summary business.
• On-the-ground impact. Headlines are not enough. By highlighting the practical ramifications of Project 2025, the media created a clear picture of the changes. In doing so, not only did they capture attention, but they also created urgency. Like voters, buyers are too busy to game out the ripple effect. You need to do that for them.
Let’s face it: Buyers face an ongoing tidal wave of ideas, making it hard to stay on their radar. Project 2025 is a great example that even the most boring material can get attention when you highlight and translate the right things.
Listen: How Buyers Decide What Idea Is Relevant
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