Captions get 16% more readership than text
Too often, editors crank out captions (aka cutlines) in the 15 minutes before happy hour on a Friday night.
“No task involved in producing a newspaper has a greater disparity between its importance to the reader and its attention from most newsrooms than writing cutlines,” writes Steve Buttry, American Press Institute’s director of tailored programs.
“Too often, they are the first thing the reader reads (sometimes even before the headlines) and the last thing the newsroom slaps together.”
Handled well, captions can be workhorses of communication. That’s because:
Draw readers in with display copy
Sixty percent of your audience members aren’t reading your copy, according to estimates by professors at the University of Missouri. So how can you craft messages that reach nonreaders?
At Catch Your Readers — a two-day writing Master Class on Nov. 2-3 in Houston — you’ll learn how to use your display copy — headlines, decks and subheads, for instance — to pull readers into your copy, make your piece more inviting and even communicate to flippers and skimmers.
Specifically, you’ll learn how to:
- Reach “readers” who spend only two minutes — or even just 10 seconds — on your webpage
- Craft the piece of display copy that 95% of people read — but that many communicators drop
- Run a simple test on your message to ensure that you get the word out to skimmers
- Make your copy 47% more usable by adding a few simple elements
- Pass the Palm Test to make your message more reader friendly
This is your last chance to learn to Catch Your Readers in 2016. Don’t miss out! Register now.
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more
Ask about piggybacking on my upcoming engagements in: