Grab attention with creative copy

Make readers’ brains light up

After I presented a Make Your Copy More Creative workshop recently, an attendee pulled me aside. “The speeches I write are just 20 minutes long,” he said. “I can’t afford to make room for anecdotes, metaphors and wordplay.”

Grab attention with creative copy

Attention to detail Concrete, creative details grab attention, increase reading, make readers’ brains light up — even help people slow down and read more carefully. Abstract, literal material does not. Image by Roman Kraft

I told him he couldn’t afford not to make room for creative elements — that those may well be the only parts of his speech his audience listened to.

That conversation reminded me of an old joke among professional speakers:

“When should you use humor in a speech?” a young speaker asks an experienced orator.
“Only when you want to get paid,” the veteran answers.

The same thing is true for writers.

When should you use creative material in your message?

Only when you want your audience to pay attention.

Learn more about the creative-attention connection >>>

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“Nobody ever sold anybody anything by boring them to death.”
— David Ogilvy, “father of advertising”



Master the Art of the Storyteller

Grab attention Learn to cut through the clutter of competing messages with creative, engaging elements at Master the Art of the Storyteller on July 25-26 in Portland.

Save $100 when you register by April 25.

PRSA members: Earn 4 APR maintenance points!

“Ann transformed my writing in a mere 12 hours.”
— Brent Buchanan, communication, advocacy & political professional, Cygnal