Winning new business

October 6, 2010

Winning new business is very much down to understanding your market and gaining useful knowledge in order to attract new clients.

There are a few steps to be taken under consideration when trying to win new clients:

  • Research:

Market trends news in the sector

What competition is doing

Maximise the use of old database of contacts – update them

  • Use Referrals:

Maximize the use of previous clients’ positive referrals from satisfied customers

Identify unique selling points and communicate these extensively.

  • Network:

Attend networking events, trade shows, seminars and exhibitions where potential new business can be found.

Join trade associations and relevant business groups that can help.

  • Work in partnership:

Get in touch with other businesses offering services that are aimed at similar customers;  it can prove very cost effective to get to new customers.

  • Professional  image:

Approach new business in the right way, using presentation material, professional image.

  • Assess, improve your image:

Update your business details, website with the latest news. Showcase success stories and case studies and highlight your products and services. Engage customers and attract new ones through forums, web-based seminars (‘webinars’) or podcasts. Maximise use of social media to get in touch with relevant businesses in your market.

Tideway Communications believe the best creative results come from properly knowing our client’s business. We make it our mission to fully understand and reflect their objectives and their values. That’s how we get the very best results.

We offer a full range of creative communications services including:

  • bespoke multi-disciplinary communications programmes
  • corporate identity programmes
  • strategic media planning and media buying
  • media relations, public relations and social media campaigns
  • writing for print and online media to include full length articles and features,
    corporate literature, sales brochures and newsletters
  • copywriting and translation
  • sponsorship
  • TV, radio and press promotions
  • presentations and conference organisation
  • exhibitions
  • event management

Contact us

direct line : 020 8878 0787
e: email us
m: 07973 836 503
www.tidewaycommunications.com

This week sees the return of EPEX, The Exclusive Property Exhibition to Earls Court on Saturday 10th and Sunday the 11th of July.

EPEX is  aimed especially at luxury high end property from locations world wide.  The Exclusive property exhibition concentrates in particular on on luxury property priced from £500,000 to £25,000,000 . EPEX exhibitors are luxury property developers, real estate agents and organisations providing associated services.

Of course this is only one way for luxury property developers to raise their profile and to meet with potential buyers. There are now many channels of communication that sellers can interact with and Tideway Communications is leading the way in finding the right marketing channels for your product.


Tideway Communications is a specialist agency in public relations, marketing and event management services. We work with clients in the luxury homes and overseas property markets, property resorts and hotels.


Kerry Nicholas founder of Tideway Comms has over 20 years of experience in marketing and Public Relations. Back in 1995 Tideway began acquiring residential property clients including Vila Sol 5* Spa & Golf Resort in Vilamoura in the Algarve, Sapcote and Chesterton.  Tideway Comms is among the first UK PR consultancies to acquire overseas residential property well before the second homes market began to gather pace in 1997.

Tideway works on raising exposure leading ultimately to sales of luxury properties overseas. Tideway has worked on a media campaign to promote the high end  Tides Sugar Beach resort in St Lucia, a unique resort located in St Lucia’s Val Des Pitons, one of the most beautiful locations in the world, offering a range of luxury end properties. The resort has gained coverage in almost all UK national press and has recently confirmed sales of over $14.5m in the first six months of 2010.

Sunshine states

June 14, 2010

ADIT’s fourth Nordeste Invest expo attracted a record number of global developers and agents seeking out opportunities to partner with Brazil’s large and small-size developers.


Bernadette Costello reports from the event in Pontanegra, Natal in the state of Rio Grande do Norte.


The north east of Brazil was dubbed an investment “sweet spot” by foreign visitors and Brazilian developers who formed partnerships at Nordeste Invest last month.


From May 10-12, the states of Rio Grande do Norde, Bahia and Céara became hot property, with a focus on residential projects, hotels,shopping centres, social housing and Brazilian infrastructure. The expo was organised by ADIT,which has promoted investment in real estate in the north east for the past four years.

It is helped by APEX, the Brazil government’s investment promotion agency, and the Ministry of Tourism. ADIT predicts that up to R$1.8bn foreign investment will now flow into the north east as a result of its Nordeste Invest event in the coastal town of Pontanegra – 30 minutes from Natal airport in the state of Rio Grande do Norte.

Global asset managers, agents,developers and the world’s media were both curious and rigorous with their questions during three days of business rounds, site visits, panel debates and speed-networking events…

Agents were assured that the north east would be ready for the 2014 World Cup with stadiums, Natal s new airport and more hotel rooms. Talk centred on how ready the infrastructure and stadiums will be in the north east for Brazil’s World Cup in 2014. Other investors focused on the lack of major hotel brands but learned many are set to invest heavily in the north east states of Rio Grande do Norte, Bahia and Céara.

In fact, around 30m new hotel rooms will populate both city and coastal towns over the next decade. This includes Pontanegra which only saw its first tall hotels spring up on its beach less than five years ago.

Hotel brands on their way include Hilton, Ritz Carlton, Accor and Ibis, which will launch 55 new hotels in Brazil in time for the World Cup. But UK investors, such as Dominic Seely, co-founder of asset management firm Townhouse Capital, said holiday resorts eeded to offer more, such as water parks, golf and family entertainment.

And not all of this foreign Direct investment is focused on the burgeoning tourism industry, which is set to surge when Latin America’s largest airport open in Natal in 2011.

The building of first homes for the domestic population is seen as equally important, with 3m new social housing homes to be built across Brazil by 2030. This is the backbone of Brazilian president Luiz Inácio Lula da Silva’s policy to get people off the streets and into their own home. The “Minha Vida, Minha Casa” or “My Life, My Home” initiative is for low-income Brazilians, with each household eligible for a government subsidy of up to R$17,000 topped up with a mortgage from the Caixa Economica Federal. The bank is financing the entire Minha Vida, Minha Casa project and it’s hoped finance rates will aslo fall to 7.5% over the coming years.

Lula – as Brazilians affectionately refer to their Workers’ Party president – has also put increased standards in education and more workers’ rights at the forefront of government actions.To achieve the goal of building more than 1.5m social housing a year, plus extensive plans for holiday resorts, airports, and R$100bn of rail and road infrastructure, there is a demand for quality labour, says ADIT president Felipe Cavalcante.

Silvio Bezzera, founder of developer SindusCon and vice president of ADIT,added that the north east is tackling this issue head on. “The civil construction sector and local governments are reacting with new labour training schools – R$3m has already been put towards qualifying 15,000 people to finish projects that were started a year ago,” he said.


The transparency of Brazil’s property professionals, who were open about the drawbacks to investors, and then showed what the country is doing toimprove its problems, was evident at Nordeste Invest. This includes the lack of basic infrastructure in smaller suburbs of major cities – including roads, transport links, sewage and water quality. But to some investors this is an opportunity to help Brazil’s developers improve and prepare for the north east’s explosion in real estate.

Brazil powers up

June 1, 2010

The country’s economic stability and the fame it has gained from overcoming the international financial crisis are a few reasons why the world has their eye on Brazil. Recently Will Jackson, the deputy editor of Fund Strategy magazine, attended Nordeste Investe 2010 in Natal, Brazil’s most important event for real estate and tourism.

The suggestion that Brazil could be the world’s fifth-biggest power by the next decade would have once sounded far-fetched, but the election of Luiz Inácio Lula da Silva heralded a new era. But how well placed is Brazil to cope with the challenges ahead? Will Jackson reports.

Passengers travelling with TAM, a Brazilian airline, were last month posed a provocative question as they settled down and chewed their complimentary toffees. “Brazil will be the world’s fifth-biggest power by the next decade,” read an advert in Portuguese, attached to the headrest in front. “How will your company benefit from this fact?”

The suggestion that Brazil could be on the cusp of becoming a major economic force would have sounded far-fetched a decade ago. But the election of Luiz Inácio Lula da Silva – or “Lula” for short – as the country’s president in October 2002, heralded a new era of economic stability and wealth creation. Brazil’s GDP grew 3%-6% each year between 2004 and 2008, while interest rates fell by over 10 percentage points.

Even the banking crisis which engulfed the developed world in the fourth quarter of 2008 failed to put a significant dent in Brazil’s economic progress, and the country experienced a relatively mild contraction of 0.2% in 2009. Indeed, the International Monetary Fund (IMF) forecasts a rebound to GDP growth of 5.5% this year.

”Instead of becoming a victim of globalisation, Brazil emerged a victor to claim a leading role in world affairs”

This resilient growth, coupled with economic decline in the established world powers, has imbued Brazil with a growing self-confidence, and nowhere is this more apparent than in Lula’s desire for political influence beyond the country’s borders. The president joined forces with Turkey’s prime minister in May, to negotiate a nuclear fuel swap with Iran – despite direct lobbying from America to support sanctions.

Commentators, including Kevin Casas-Zamora, a senior fellow in foreign policy at the Brookings Institution, a public policy organisation based in Washington DC, noted the significance of Lula’s defiance. “A reformed Brazil has shed its subservient past,” he wrote in April. “Instead of becoming a victim of globalisation, like many in the underdeveloped South, Brazil emerged a victor to claim a leading role in world affairs.”

But despite Brazil’s development, risks to future growth remain. A recent uptick in inflation and interest rates has led to fears that the country could overheat, as wages rise and the country’s creaking infrastructure struggles to cope. Concerns also surround the potential impact of speculative inflows from overseas, and the country’s growing dependence on exports to China. So how well placed is Brazil to cope with the challenges ahead? And what has made its economy so apparently sturdy?

Mario Fleck, the president of Rio Bravo Investments in São Paulo, says the mortgage and credit markets will develop further, albeit slowly. “In the old days of high interest rates and high inflation, people would not buy houses with terms beyond 2-3 years and most people would buy their cars almost for cash,” says Fleck. “The mentality in Brazilian culture is that it doesn’t matter how much you pay as long as your income is enough to pay the monthly instalments, and that’s true for buying a fridge, a car or a house. But the trend is still very positive for the internal market here.”

Poverty remains a significant problem in Brazil – the World Bank estimates that 9% of Brazil’s 200m population was living on the equivalent of less than $2 a day in 2008, down from 22% in 2003. But the impact of rising wealth and credit creation among the middle classes can already be seen on the streets of Natal, the state capital of Rio Grande do Norte in north-east Brazil – one of the poorest areas of the country. Housing developments are springing up across the city, as middle class buyers move into apartment blocks for security and parking.

”With this capitalisation of the economy and more reasonable inflation and interest rates, we have big opportunities”

The region is attracting foreign money, and organisers estimate that this year’s Nordeste Invest conference – designed to boost real estate and tourism in north-east Brazil – generated about R1.8 billion (£660m) of new business. British companies already operating in the area include Charlemagne Capital and Salamanca Capital, which owns 50% of Ecocil, a local developer. Rupert Hayward, a director at Salamanca, says the north-east is attractive because of a lack of competition from the bigger listed construction firms, and lower land costs.

Outside of real estate, Fleck says wider credit availability offers “a huge opportunity” for other sectors. “With this capitalisation of the economy and more reasonable inflation and interest rates, we have big opportunities for retailers, for consumption, for electronics, and everything that comes with an emergent middle class,” Fleck adds. “That could mean insurance and tourism – things on which people are not used to having the money available to spend.”

In addition to credit expansion, higher wages in the public sector are also enabling consumers to spend more. Between 2003 and 2009, the number of civil servants increased by about 10%, but the total federal wage bill more than doubled in nominal terms. Wood says the government increased the minimum wage by 12% in 2009 – an increase of 7% in real terms, which will feed through to about 40% of workers.

But while higher wages and greater access to credit is bringing better housing and living conditions, fears about inflation are once again coming to the fore. The country’s economy grew by about 2.5% in the first quarter of 2010, an annualised rate of 10%. The EIU forecasts growth of 6.3% this year – well above the IMF’s estimate and too fast to be sustainable, according to Wood.

In particular, there are concerns that the country has spent too much money on higher wages and too little on infrastructure to support greater consumption and trade. Wood says Brazil is “notoriously poor” at infrastructure, in contrast to other emerging nations such as China. “Brazil has spent very little in public investment as a share of GDP – it’s only around 1 or 2%,” he says. “During this boom, you’ve had an increased tax take but unfortunately the quality of spending hasn’t been great. In the crisis, it went into civil servants’ pay packets rather than being used to fund projects to increase productivity.”

According to the World Bank, Brazil could significantly reduce its expenditure on logistics through investment in transport infrastructure – at present, it takes twice as long for Brazil to export than America. The government has ramped up spending by introducing the “PAC” accelerated growth programme, which aims to spend up to R40.5 billion on logistics, including R27.7 billion on almost 5,000 kilometres of roads – although Wood notes that only 50%-60% of PAC money has been spent so far.

”Everything is going very well so far, but down the road Brazil does not have the infrastructure to grow beyond 5%, maybe 6% a year”

Investors sense an opportunity. According to Jonathon Ong, a portfolio manager at Macquarie Funds Group, demand for electricity is growing at 1.2-1.3 times GDP a year, while vehicle traffic is rising at a similar rate. He has been overweight Brazilian infrastructure for several months, including investments in electric utilities, toll-roads, railways and ports. Ong points to government estimates that R90 billion will be spent on Brazilian infrastructure in the next five years – much of it related to the country’s hosting of the World Cup in 2014 and the Olympic Games in 2016.

But some commentators remain sceptical on PAC. Fleck recalls that even before the economy slowed during the banking crisis the country’s ports were struggling to cope with increased shipping. He dismisses the programme as “window dressing” but says that better infrastructure is crucial. “Everything is going very well so far, but down the road Brazil does not have the infrastructure to grow beyond 5%, maybe 6% a year,” he adds. “Doing some work on this infrastructure might change Brazil forever.”

Going hand in hand with the uptick in inflation are fears that Brazil could attract speculative capital inflows from overseas. In its April World Economic Outlook, the IMF noted the strong recovery in Latin America and the Caribbean, but also warned that inflation-targeting countries in the region may be vulnerable to short-term inflows as they seek to prevent overheating. “There is [an] argument for keeping interest rates low for a longer period than justified by domestic cyclical considerations, because higher interest rates may attract speculative capital inflows,” it said.

Brazil took measures to limit speculative foreign inflows in 2009, with the introduction of a 2% tax in October. “The received wisdom is that it doesn’t have much effect, but it coincided with the exuberance towards Brazil in the third quarter,” says Wood. “One could argue that the signal sent by policymakers was that they are ready to do something, to throw some sand in the works. Managing the capital inflows will be a challenge, but they’ve done reasonably well so far.” Wood says he does not expect the tax to increase, unless there is further appreciation in the real.

Despite the risks of inflation and speculative capital inflows, Wood says most of the concerns centre around Brazil’s ability to manage growth – a problem that is “a luxury to have”. However, the full realisation of Brazil’s potential is still some way off. “The next period is about consolidating the stabilisation story,” Wood says. “Brazil is well positioned to grow 4.5 – 5%, but even at those rates you’re not going to see a rapid convergence with income levels in developed markets. So although it’s doing well, and the middle class is doing well, the economy will still be lagging behind the developed markets for a while.”

Will Jackson was a guest of the Association for Real Estate and Tourism Development (ADIT) at the 2010 Nordeste Invest conference in Natal, Brazil.


Luxury redefined

May 20, 2010

Buyers who purchase a Private Residence between the iconic St Lucian Piton Mountains, will get all the privacy expected of a secluded island home with all the benefits of the US$100 million redevelopment of The Tides Sugar Beach Resort. Situated in the most exquisitely beautiful location in the Caribbean, the current Jalousie Plantation resort will redefine the concept of luxury when complete and refurbished in 2011.

Cardea Property Consultants Ltd is offering a number of stunning Private Residences at Sugar Beach one of the most beautiful locations in the world between the magnificent Val des Pitons. Nestled within the rainforest on the hill overlooking the bay of Sugar Beach, there are 31 Private Residences just to the south on the other side of the pier there will be five additional ultra exclusive homes at Glenconner Beach.

These Private Residences are in a protected UNESCO World Heritage Site, which means it is protected from further building permissions on the 130 acres of rainforest and pristine beaches in the South-West of the island.

Each of these meticulously appointed spacious homes offers two to six bedrooms and affords spectacular, ocean and piton views with prices from US$3,250,000 to US$9,000,000. All properties have been designed by the award winning architect Lane Pettigrew in the same Caribbean white fretwork style.


Four of these Private Residences are named Ocean Residences because of their idyllic location with striking views across the Caribbean Sea.  Each of them ranges in size from 2,555ft²  to 5,126ft² featuring spacious bedrooms with its own deluxe bathroom, oversized living and dining areas and a private swimming pool. Their prices range from $4 million for a three bedroom property to $6 million for a four bedroom property.


Just on the other side of the pier (south) will be built four additional villas averaging $9 Million each from US$7m to US$9m. ($1400/sq ft) These will be named Glenconner Beach after Lord Glenconner who sold his land to allow them to be built and who still lives just up the road on the hillside.  These exceptional homes include vast areas of outside living space: bathing pools as well as swimming pools and outdoor showers, king size beds as well as sofas, dining gazebos and bar areas.

The ultra exclusive Glenconner Beach villas averaging US$9 Million each have been inspired by Lord Glenconner who originally discovered the spectacular site between the Pitons in 1982 and now resides in the nearby Beau Estate. These five exceptional homes include vast areas of outside living space: bathing pools as well as swimming pools and outdoor showers, king size beds as well as sofas, dining gazebos and bar areas.


All villas will make maximum use of the natural resources found in St Lucia, whilst being as ecologically friendly as possible, and integrating with the tropical rainforest which envelopes them.  Four of the villas are on the beach, ensuring uninterrupted sea views, with a further villa set on the hill above with panoramic views out to sea. Each one will be distinctive with a different size and layout in a traditional Caribbean style with steps down to the white sand beach and access to a private jetty in the bay below.

The construction of the second beach in front of the oceanfront private villas and some of the Private Residences  started in March 2010 and will complete approximately end of 2011. Construction of the villas will take approximately 12 to 18 months.


All Private Residences have use of the extensive facilities of The Tides Sugar Beach Resort which will fully open in December 2011. The luxury resort will be managed by Los Angeles-based Viceroy Hotel Group, operator of The Tides, an elite brand with resorts in the world’s most desirable locations. Sugar Beach refers not only to the crystal white sand along its shore, but to the fact that an historic Sugar Mill is still sited there.

The Tides brand is synonymous with prime coastal settings, provocative design, intuitive service and an array of refined and modern amenities designed for the spirited traveller. The Tides Sugar Beach will be using their ‘Personal Assistants’ service to anticipate guest needs and assist them in enjoying St Lucia to the full.


Lisa Basire,  Marketing Director of Sugar Beach who says: “St Lucia is becoming the lifestyle destination of choice in the Caribbean for those who want a piece of paradise.  The protection ensured from the World Heritage status is unparalleled, ensuring no risk from overdevelopment.

Nordeste Invests’ end results exceeded triple of what was expected from the event. During a press conference, the President of ADIT Brasil, Felipe Cavalcante, stated that the Business Round is projected to generate R$ 1.8 billion.

The event’s fifth edition presented other surprising numbers, such as 1450 participants and 108 companies involved in the Business Round.
This year, 120 national and international investors focused on hotel, shopping and residential investments were present. Nordeste Invest’s schedule was composed of 91 panelists in 29 panels, and 50 exhibitors at the Real Estate and Tourism Exhibition.


National and international press represented 16 different countries, including Singapore, Dubai, Italy, Spain and the United States. Among main vehicles were The Times, Financial Times, New York Times and The Herald Tribune.

Investors tour Metropolis in Natal during NI 2010 – a joint venture between Brazilian construction company ECOCIL and UK private equity company Salamanca Capital.

Certainly Felipe Cavalcante and the team were completely amazed at the increase in business on last year. There were several firm agreements for hotels and resorts, shopping centres and residential which helped to boost the figures substantially on the recession-inflicted mood and activity of last year’s conference.

A Press Release is simply a written statement to the media. It can announce a range of news items: scheduled events, personnel promotions, awards, new products and services, sales accomplishments, etc. It can also be used to generate a feature story. Journalists are more likely to consider a story idea if they first receive a release.

Write the headline. It should be brief, clear and to the point: an ultra-compact version of the press release’s key point. News release headlines should have a “grabber” to attract the journalist’s attention.

Headlines are written in bold and are typically larger than the press release text. The first word in the press release headline should be capitalized, as should all proper nouns. Most headline words appear in lower-case letters, although adding a stylized “small caps” style can create a more graphically news-attractive look and feel. Do not capitalize every word.

The simplest method to arrive at the press release headline is to extract the most important keywords from your press release. Now from these keywords, try to frame a logical and attention-getting statement. Using keywords will give you better visibility in search engines, and it will be simpler for journalists and readers to get the idea of the press release content.

Write the press release body copy. The press release should be written as you want it to appear in a news story. The lead, or first sentence, should grab the reader and say concisely what is happening. The next 1-2 sentences then expand upon the lead.

The press release body copy should be compact. Avoid using very long sentences and paragraphs. Avoid repetition and over use of fancy language and jargon.

A first paragraph (two to three sentences) must actually sum up the press release and the further content must elaborate it. In a fast-paced world, neither journalists nor other readers would read the entire press release if the start of the article didn’t generate interest.

Deal with actual facts – events, products, services, people, targets, goals, plans, projects. Try to provide maximum use of concrete facts. A simple method for writing an effective press release is to make a list of following things:

Communicate the 5 Ws and the H. Who, what, when, where, why, and how. Then consider the points below if pertinent:

  • What is the actual news?
  • Why this is news
  • The people, products, items, dates and other info related to the news
  • The purpose behind the news
  • Your company – the source of this news

Now from the points gathered, try to construct paragraphs and assemble them sequentially: The headline > the summary or introduction of the news > event or achievements > product > people > again the concluding summary > the company.

The length of a press release should be no more than three pages. If you are sending a hard copy, text should be double-spaced.

Include information about the company. The title for this section should be ‘About ABC Company’. After the title, use a paragraph or two to describe your company with 5/6 lines each. The text must describe your company, its core business and the business policy and must include your website.

Add contact information. This will allow journalists to get in contact if they need more information or would like to interview key people associated with the story. This is usually your media / PR department / agency. If you do not have dedicated team for this function, you must appoint somebody who will act as a link between the media and your people.

Other Tips

  • Include the company name in the headline, any subhead, and in the body of the first paragraph for better visibility via search engines etc.
  • If the press release is for immediate release, you may write “IMMEDIATE RELEASE” in all caps on the left margin, directly above the headline. If the release is embargoed, put “EMBARGOED UNTIL…” with the date you want the story released. A release with no release date is presumed to be for immediate release.
  • Research actual press releases on the web to get the feel of the tone, the language, the structure and the format of a press release.
  • The timing of the press release is very important. It must be relevant and recent news, not too old and not too distant.
  • Include a “call to action” in your release. This is information on what you want the public to do with the information that you are releasing. For example, do you want them to buy a product? If so, include information on where the product is available. Do you want them to visit your Web site to enter a contest or learn more about your organization? If so, include the Web address or a phone number.
  • Do not waste time writing the headline until the release is done. Copy editors write the real headlines in newspapers and magazines, but it is good to come up with a catchy title or “headline” for the release.
  • Send your release by e-mail, and use formatting sparingly. Giant type and multiple colors don’t enhance your news, they distract from it. Put the release in the body of the e-mail, not as an attachment. If you must use an attachment, make it a plain text or Rich Text Format file. Word documents are acceptable at most outlets, but if you are using the newest version (.docx), save down a version (.doc). Use PDF files only if you are sending a full media kit with lots of graphics.
  • Use your headline as the subject line of the e-mail. If you’ve written a good “grabber” headline, this will help your message stand out in the editor’s e-mail inbox.
  • Craft each release to target a specific media outlet and send it to the specific reporter who covers that beat. This information can usually be found on the outlet’s Web site. Blasting the identical press release to multiple outlets and multiple reporters at the same outlet is a sign that you are taking shortcuts rather than targeting a specific market.
  • Avoid jargon or specialized technical terms. If accuracy requires the use of an industry-specific term, define it.

Warnings

  • Always remember that editors are overworked and understaffed. If you can make life easier for them, you’re more likely to get coverage. If you write a press release that’s close to the way the editor will actually publish it, it may see publication with minimal editing. But if you fill it with fluffy advertising copy, don’t use proper AP style, etc., the editor must severely edit your piece to use it. That means he or she is more likely to just move on to the next press release–and there are plenty of them.
  • Avoid the temptation to clutter your lead with a glowing generalization about your company (“ABC Corp, a global leader in the manufacture of high-end widgets for the royalty of Europe, today announced…”) Many releases are written this way, despite the fact that editors delete this kind of fluff. Everybody says they’re the leader. Don’t waste the editor’s time. The place to put a description is in the company information section of the release. But keep it accurate and factual.
  • When e-mailing a press release, do not make the subject line of your e-mail “press release.” You will only blend into the crowd. Get the editor’s attention by making the subject line your “grabber” headline, e.g. “Brand Co. wins $30 billion government contract.”