Use marketing writing best practices When my sister was looking for a new job, she and I worked together to rethink her resume. We applied best practices we already use in our marcomm writing, including: Focus on what the reader needs, not on you and your stuff. (That’s right: even in a resume. Especially in a resume!) Lift your ideas off the page with display … [Read more...] about Rethink the resume
Rev Up Readership
Readers share colloquial headlines After reporting on award-winning colloquial headlines in a recent issue, I asked you to share your best quote, colloquialism or sound bite headline and deck. Twist a phrase. Most of you shared clever, creative headlines that I'd call twist of phrase headlines, not sound bite headlines. (This is obviously my report card for clarity in the … [Read more...] about Quote, unquote
Avoid label subheads Scanners should be able to learn your key ideas by reading your subheads. So avoid label subheads. Label subheads are those that classify the topic but don’t say anything about it. So don't just label a section of your copy with the topic — "Mortgage services," for instance. Tell the reader something: What about mortgage services? Don't write … [Read more...] about Say something!
Divide and conquer
Get the word out with subheads Subheads — those short headings that appear within the body copy to break the piece into smaller sections — are important. With well-written subheads, you can: 1. Keep readers reading. Do tired readers keep reading or stop? Sometimes subheads can make the difference. “Subheads increased reading for skimmers and for those whose attention … [Read more...] about Divide and conquer