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Decks — those one-sentence summaries under the headline — do the heavy lifting on web pages.
Indeed, according to The Poynter Institute’s Eyetrack III study of reader behavior:
Now that Google has cracked down on link schemes, link networks and unnatural linking, PR pros have to work to avoid SEO penalties for linking.… Read the full article
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
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
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
Too often, communicators crank out captions (aka cutlines) in the 15 minutes before happy hour on a Friday night.… Read the full article
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
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
Stuck for a benefits headline? Browse these eight approaches for inspiration:
The simplest approach, this headline just states the benefit clearly:
To write a good benefits headline, list:
