Why display copy?

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.

Why display copy?

Put your message where their eyes are Reach skimmers, not just readers, with display copy. Image by Mohammad Metri

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.

Why people visit websites

Do you see reading on this list? They’re not reading, they’re looking — to collect a lot of information or to find one specific detail.

Do you reach the 96% who are lookers, not readers? >>>

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“I don’t divide the world into ‘loyal readers’ and ‘scanners.’ I suspect all readers are scanners.”
— Don Fry, faculty member at The Poynter Institute

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.

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

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.

Register now.

“Some of the most valuable, actionable information I’ve ever taken away from a conference. Well worth the time and investment.”
— Lindsey Foss, PR manager, Iowa Soybean Association

Polish your skills

Learn to Catch Your Readers and more at these Master Classes

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

Only chance in 2018
New York | April 17-18

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


Denver | May 1-2

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

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Chicago | June 12-13

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

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Portland | July 25-26

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

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Atlanta | Sept. 6-7

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

Last chance in 2018
Dallas | Oct. 2-3

Register for Inside the Inbox - Ann Wylie's Email-writing workshop on Nov. 7-8 in Washington D.C.

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Washington D.C. | Nov. 7-8

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Ask about piggybacking on my upcoming engagements in:

  • Atlanta: Sept. 6-7
  • Chicago: June 12-13
  • Dallas: Oct. 2-3
  • Denver: May 1-2
  • Montreal: June 3-6
  • New York: April 17-18
  • Portland: July 25-26
  • Tacoma: Aug. 14
  • Washington, DC: Nov. 7-8

Keep up with my calendar.

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