Lachlan Cartwright on Marketing

For seven years I’ve been waiting to tell the story of what life was like on the inside of The National Enquirer during the notorious “catch and kill” campaign that now stands at the heart of Donald Trump’s first criminal trial. My story for @NYTmag — t.co

669 likes51 repliesPosted Apr 3, 2024

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Viral score

Based on absolute engagement — the platform doesn’t expose follower counts here, so large accounts score higher.

From likes, comments.

Why it worked

Follows a clear Hook → Context → Landing shape, so the reader always knows where they are.
Ends on a short line that is easy to quote and repeat.
Written from experience rather than as advice, which is harder to argue with.
Short enough to read in full without expanding, which removes a step before the point lands.
Quotes someone directly, which makes the moment concrete rather than summarised.

The mechanics

Hook: Plain observation
Structure: Hook → Context → Landing
Style: Conversational paragraphs at a steady pace.
Tone: personal, punchy
Written for: Marketers and content teams

Analysis by ViralLoop — not written by the original author.

Topics

Marketing Science

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