Writing and editing
Squeeze together juicy details for a great story starter
Embeddable tooth implants. Batman’s tax bill. Zombie slayers.
Like squeezing together a lump of coal to make a diamond, compression of details condenses fascinating facts into a passage that’s more than the sum of its parts.… Read the full article
Can your message cut through the clutter?
Americans receive the data equivalent of 174 newspapers a day — ads included.
— USC’s Annenberg School for Communication
All that information gives readers headaches, insomnia and eye twitches.… Read the full article
Try 3 reasons, testimonial, how-to and more
Stuck for a benefits headline? Browse these eight approaches for inspiration:
1. Direct headline
The simplest approach, this headline just states the benefit clearly:
Save $100 on conference registration when you sign up by Feb.… Read the full article
Numerals quantify value, draw readers
Next time you hit the Safeway, take a look at the magazines displayed at the checkout counter. Chances are, you’ll find that they’re packed with numerals.… Read the full article
4 steps for telegraphing the biggest benefit
To write a good benefits headline, list:
- Your readers’ biggest needs in the topic you’re writing about. “Write about your greatest benefit for your reader’s greatest need,” counsels marketing guru Dan Kennedy.
13 ways to draw people in
Which of these headlines is most likely to spur you to sign up for a webinar?
New webinar helps managers improve productivity
Get all your work done in half the time, be the office hero, and go home early
Benefit heads like the second are so effective that my guideline is: If a benefit headline is an option, use it.… Read the full article
(Yes, even your audience)
I recently attended a conference where the Nielsen Norman Group unveiled its latest eyetracking research. After more than 20 years in the lab, watching people read and respond to text, they reported this finding:
“This is too easy to read.”… Read the full article
Five ways to avoid flabby middles
My favorite scene in the movie “High Fidelity” is when Rob Gordon (John Cusack) becomes so depressed over his failed love life that he seeks solace in reorganizing his albums.… Read the full article