Because ‘readers’ don’t read
I’m often amazed at the amount of energy writers put into perfecting the sentence structure in the fourth paragraph of their piece when those same folks toss off a headline in the 17 seconds before happy hour on a Friday afternoon.
The sad truth is, most of your readers will never read the fourth paragraph of your brilliant copy. But many more will read your display copy.
Lift ideas off the page
Reach nonreaders with display copy
Once you’ve written your headline, David Ogilvy famously said, you’ve spent 80 cents of your advertising dollar. That’s right: Display copy — headlines, captions and callouts, for instance — gets the biggest ROI of everything we write.
How are you spending your 80%? Are you reaching readers and getting the word out? Or are you missing out on that opportunity?
People don’t read. So how can you reach them with words?
At Catch Your Readers — our two-day hands-on persuasive-writing master class on May 1-2 in Denver — you’ll learn how to put your messages where your readers’ eyes really are — to use your display copy to pull readers into your message, make your piece more inviting and even communicate to flippers and skimmers.
- Reach “readers” who spend only two minutes — or even just 10 seconds — with your piece.
- Avoid dropping the piece of display copy that 95% of people read — but that many communicators forget.
- Run a simple test on your message to ensure that even folks who will not read your message no matter how well you write it still get your key ideas.
- Make your copy 47% more usable by adding a few simple elements.
- Pass the Palm Test to make your message look easier to read. Because if it looks easier to read, more people will read it.
PRSA members: Earn 4 APR maintenance points!
Save $100 when you register by April 1.
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