January 23, 2018

Calling all readers with callouts

How to write the ‘movie trailer’ for your message

Callouts (aka breakout quotes, pullout quotes or pull quotes) are “the print equivalent of a sound bite,” according to the authors of The Newsletter Editor’s Desk Book.

Call me: Call out to readers using callouts, aka pullout quotes or pull quotes?

Call me Call out to readers using callouts, aka pullout quotes or pull quotes. Image by Pavan Trikutam

Actually, I think they’re more like movie trailers. They show just enough of the best stuff to get the reader to buy a ticket for the full show.

'Callouts are the print equivalent of a sound bite.' — authors of The Newsletter Editor’s Desk Book Click To Tweet

And that’s the power of a provocative callout: If it’s juicy enough, it can convince someone who’s already decided to skip the story to give it another chance.

7 tips for writing callouts that draw readers in >>>

Related stories

“This deceptively simple packaging device has a large effect on the reader, often determining whether a story is read or ignored.”
— John Brady, former editor-in-chief at Writer’s Digest

Lift Ideas Off the Post

Put your message where their eyes are

More than half of social media followers spend, on average, fewer than 15 seconds on a page, according to a study by Chartbeat.

Lift your game: Learn to use microcontent — links, subheads, decks and more — to reach even people who don’t read your paragraphs.

Lift your game Learn to use microcontent — links, subheads, decks and more — to reach even people who don’t read your paragraphs. Image by Gianandrea Villa

In this environment, you need to get your message across to skimmers, scanners and other nonreaders.

At Get Clicked, Read, Shared & Liked — our two-day social media-writing master class on Feb. 6-7, 2018 in Los Angeles — you’ll learn to use microcontent — links, subheads, decks and more — to reach even people who don’t read your paragraphs.

Specifically, you’ll learn how to:

  • Avoid writing headlines that get filtered out by Facebook.
  • Write better listicles with our 6-step list-writing makeover.
  • Steal a one-two punch from the FBI for grabbing attention and communicating your key idea — in 140 characters or less.
  • Bust the myth of page view time. Help readers understand better, remember longer and enjoy your piece more — in half the time.
  • Tear down obstacles to reading your post by passing the Palm Test.
  • Write headlines that climb higher on search engine results pages and entice readers with wit and whimsy.

Save $100 when you register by Jan. 6.

“A wealth of knowledge presented in a relatable way. The information about how people read and process information (or don’t!) will help me make the case to leaders and communicators who are reluctant to change.”
— Wendy Sauvageot, communications lead, internal communications, Department of Defense

Polish your skills

Learn to Catch Your Readers and more at these Master Classes

Register for Get Clicked, Read, Shared & Liked - Ann Wylie's social media-writing workshop on Feb. 6-7, 2018 in Los Angeles

Last chance in 2018
Los Angeles | Feb. 6-7, 2018

Register for NOT Your Father’s News Release - Ann Wylie's PR-writing workshop on March 19-20, 2018 in Santa Fe


Santa Fe | March 19-20, 2018

Register for Cut Through the Clutter - Ann Wylie's concise-writing workshop on April 17-18, 2018 in New York

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New York | April 17-18, 2018

Register for Catch Your Readers - Ann Wylie's persuasive-writing workshop on May 1-2, 2018 in Denver


Denver | May 1-2, 2018

Register for Writing For the Web and Mobile - Ann Wylie's digital-writing workshop on June 12-13, 2018 in Chicago

Last chance in 2018
Chicago | June 12-13, 2018

Register for Master the Art of the Storyteller - Ann Wylie's creative-writing workshop on July 25-26, 2018 in Portland

Last chance in 2018
Portland | July 25-26, 2018

Register for NOT Your Father’s News Release - Ann Wylie's PR-writing workshop on Sept. 6-7, 2018 in Atlanta

Last chance in 2018
Atlanta | Sept. 6-7, 2018

Register for Catch Your Readers - Ann Wylie's creative-writing workshop on Oct. 2-3, 2018 in Dallas

Last chance in 2018
Dallas | Oct. 2-3, 2018

Register for Get Opened, Clicked, Read & Shared - Ann Wylie's Email-writing workshop on Nov. 7-8, 2018 in Washington, D.C.

NEW!
Washington, D.C. | Nov. 7-8, 2018

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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: Sept. 6-7
  • Chicago: June 12-13
  • Dallas: Oct. 2-3
  • Denver: May 1-2
  • Los Angeles: Feb. 6-7
  • Montreal: June 3-6
  • New York: April 17-18
  • Portland: Feb. 16 & July 25-26
  • Santa Fe: March 19-20
  • Washington, DC: Nov. 7-8

Keep up with my calendar.

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