Display copy

Why write a multi-deck headline?

Because it’s the best-read element on the page

Decks — those one-sentence summaries under the headline — do the heavy lifting on webpages.

Indeed, according to The Poynter Institute’s Eyetrack III study of reader behavior:

95% of webpage visitors read all or part of the deck.

… Read the full article

Why are subheadings important online?

Show the parts with subheads

Think of subheads as the icing on the cake.

Skimmers look at subheads to learn what content you’re offering on a web page, blog post or news release.… Read the full article

What’s the best subheading format?

Think contrast, hierarchy

Subheads tell readers what content exists on a page and how different sections relate to the others. That guides readers to the copy they want to read and shows them how the parts fit together.… Read the full article

How to write a good subheading

Keep readers reading, skimmers scanning

The other day, I found a blog post of interest to me: “Maximizing student productivity: Tips for successful internship programs.”

My intern was scheduled to arrive in three minutes, so I quickly skimmed the story.… Read the full article

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 happy hour on a Friday night.… Read the full article

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 equivalent of a sound bite,” according to the authors of The Newsletter Editor’s Desk Book

Actually, I think they’re more like movie trailers.… Read the full article

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 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.… Read the full article

8 types of sales headlines to try

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

How to write benefits headlines

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.

… Read the full article