Lists, headlines & blurbs, single stories most valuable
The most valued email newsletters in the Nielsen Norman Group’s latest round of usability studies used these formats:
Writing workshops, communication consulting and writing services
The most valued email newsletters in the Nielsen Norman Group’s latest round of usability studies used these formats:
What makes one email campaign generate an amazing 93% open rate, while another languishes at a dismal 0.5%?
Ask the researchers at MailChimp, an email service provider.… Read the full article
Who writes the world’s best web heads?
The folks at BBC News, according to usability expert Jakob Nielsen.… 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:
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
To write a good benefits headline, list:
Users look for links on pages like puppies look for your best shoes.
Or so say Kara Pernice, Kathryn Whitenton and Jakob Nielsen, the authors of How People Read on the Web.… Read the full article
Barney Kilgore, the legendary editor of The Wall Street Journal, once wrote: “If I see ‘upcoming’ slip in[to] the paper again, I’ll be downcoming and someone will be outgoing.”… Read the full article
When you write a benefits head or feature head, your headline doesn’t necessarily explain the angle — or even the topic — of the story.… Read the full article
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: