August 19, 2017

Polish your deck

It’s the best-read element on your Web page

Decks — those one-sentence summaries under your headlines — do the heavy lifting on a Web page.

Polish your deck

Hit the deck Decks are power tools of communication. Yet too many corporate communicators drop their decks. Image by Chris Chabot

Indeed, according to The Poynter Institute’s Eyetrack III study of reader behavior:

  • 95% of visitors to a Web page read all or part of the deck. That’s huge when compared with any other element on the page.
  • Visitors spend five to 10 seconds, on average, looking at the deck. That seems like a flash, but it’s actually a substantial investment in a scanner’s time.
  • Decks “may be the only thing many readers view,” Eyetrack III researchers say.

If you want visitors to pay attention to your point, the researchers say, put it in the deck. Yet too many corporate communicators drop this power tool of communication.

Read full article >

“Five times as many people read the headline as the body copy. When you’ve written your headline, you’ve spent 80 cents of your dollar.”
— David Ogilvy, “the father of advertising,” in Ogilvy on Advertising

The ROI on display copy

Draw readers in, reach flippers and skimmers

Decks are the best-read element on a Web page, according to The Poynter Institute’s Eyetrack III research. Headlines get more than twice the readership of body copy. Captions get read 16% more often than paragraphs.

The ROI on display copy

All hands on deck How can you make the most of the best-read elements in your message? Image by joãokẽdal

Display copy — headlines, decks, subheads, captions, links and so forth — get the most readership of all of the copy we write. So why not put your message where your readers are: in the display copy?

At Catch Your Readers — a two-day writing Master Class on April 20-21 in Atlanta and on June 28-29 in San Diego — you’ll learn how to get your message across to flippers, skimmers and other nonreaders with display copy.

You’ll find out how make your copy 47% more usable just by adding a few simple elements. You’ll discover how to multiply readership by passing The Palm Test. And you’ll walk away with a tool you can use to get the word out about your key messages — even to those who spend just 10 seconds on your piece.

Our discounted early bird tickets for the Atlanta workshop are long gone. But you can still nab a seat for yourself and a colleague if you act fact.

Don’t miss out. Register now.

Register now

“I write almost every day as part of my job. With the knowledge I gained during these two days I am going back to work a much more effective writer and communicator.”
— Christy Moch, change navigation implementation leader, Allstate

Polish your skills at our 2016 Master Classes

Learn to Catch Your Readers, Get Clicked, Cut Through the Clutter and more

Register for persuasive writing workshop in Atlanta on April 20-21
Register for tight writing workshop in Chicago on May 11-12

Register for writing workshop in San Diego on June 28-29
Register for PR writing workshop in Portland on July 27-28

Register for Online writing workshop in New York on Sept. 28-29
Register for writing workshop in Houston on Nov. 2-3
Rather bring Ann in to train your whole team?
Contact Ann directly.

Catch Ann on the road

Save when you book a workshop while I’m in your neighborhood

Ask about piggybacking on my upcoming engagements in:

  • Atlanta: April 20-21
  • Bloomington, Indiana: April 5
  • Chicago: May 11-12
  • Houston: Nov. 2-3
  • New Orleans: June 6-8
  • New York: Sept. 28-29
  • Portland: July 27-28
  • Raleigh, North Carolina: May 3-4
  • San Diego: June 28-29

Keep up with my calendar.