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.
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.
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.
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.
Learn to Catch Your Readers and more at these Master Classes
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