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Skim, scan, read

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<strong>Warning label</strong> Label headlines communicate the topic — but nothing else — about the story. <a href="https://www.shutterstock.com/image-photo/newspaper-cutout-headlines-reporting-on-trade-1445832230" rel="noopener noreferrer" target="_blank"><em>Image by sweeann</em></a>

Avoid writing label headlines (Examples!)

Don’t just slap the topic on top of the story Note to self: “Label headline” is not a headline. Warning...
Persuasive writing / Skim, scan, read
<strong>A picture is worth a thousand words — but not without a caption</strong>. Captions can be workhorses of communications — but only if you use them and use them well.

How to write a good photo caption

Cutlines get 16% more readership than text Too often, communicators crank out captions (aka cutlines) in the 15 minutes before...
Persuasive writing / Skim, scan, read
Call out to readers using callouts, aka pullout quotes or pull quotes.

How to use pull quotes and why

They attract attention, make messages memorable Pull quotes — aka callouts, breakout quotes or pullout quotes — are “the print...
Persuasive writing / Skim, scan, read
<strong>Your message’s billboard</strong> Reach flippers, skimmers and other nonreaders with display copy. <a href="https://www.shutterstock.com/image-photo/blank-billboard-on-white-background-519272833" target="_blank" rel="noopener noreferrer"><em>Image by Myimagine</em></a>

Why is micro content important?

Because 'readers' don't read I’m often amazed at the amount of energy writers put into perfecting the sentence structure in...
Persuasive writing / Skim, scan, read
<strong>Break copy up</strong> Readers would rather read several short articles than one long one. So think related stories, boxes and sidebars.

Break up copy with sidebars, boxes

Think packages, not pieces Readers would rather read 800 words if you delivered it in a package of shorter bites...
Skim, scan, read
<strong>Living color</strong> How can you get more clicks with link size, placement and color? <a href="https://www.istockphoto.com/photo/browsing-the-web-gm116248249-4926002" rel="noopener" target="_blank"><em>Image by adamkaz</em></a>

What’s the best link format?

5 ways to draw eyes, fingers Your most important links are calls to action, writes HubSpot’s Kyle James. So how...
Channels / Skim, scan, read / Web
how-to-write-a-link

How to write a link that’s the right length

Give visitors enough information to decide to click Think of links as the Goldilocks of microcontent: Some links are too...
Channels / Skim, scan, read / Web
<strong>Click here</strong> Good link text does more than increase your clickthrough rate. It also helps screen readers get the gist of your message by scanning.

Why writing links well is so important

Get clicked by writing good link text Users look for links on pages like puppies look for your best shoes....
Channels / Skim, scan, read / Web
<strong>Don’t let your head get cut off</strong> Write online headlines that don’t get cut off by Google, social, mobile screens — or your reader’s attention. <a href="https://www.istockphoto.com/photo/measuring-tape-in-hand-gm1022503142-274515323" target="_blank" rel="noopener noreferrer"><em>Image by berkay</em></a>

How to write short online headlines

Web heads must fit on mobile apps, more Not everyone wants to play, "What's the last word in the headline?"...
Channels / Skim, scan, read / Web
they-laughed-when-I-sat-down-at-the-piano

‘They laughed when I sat down at the piano …’

Adapt proven benefits headlines Here's one secret of successful marketing copywriters: They steal. Play on Steal headlines from these winners....
Persuasive writing / Reader-centric writing / Skim, scan, read / Storytelling / Storytelling
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