Creative techniques grab attention

Steal tricks from the fiction writers

Creative techniques grab attention

#Brilliant. Creative material paints pictures in your readers’ minds so they understand your points faster, enjoy them more and remember them longer. Image by Diego PH

Why write creatively?

Paint word pictures

Paint word pictures

‘You’ll have your hand on your head with a knot under it’

In living color: Make your message more vivid with colorful language.


Grab attention with creative copy

Grab attention with creative copy

Make readers’ brains light up

Concrete, creative details grab attention, increase reading, make readers’ brains light up — even help people slow down and read more carefully. Abstract, literal material does not.


Why be creative?

Why be creative?

Help readers focus on, remember messages

Up, up and away!: Creative copy elevates understanding, learning, memory and learning.


Creative techniques

Colorful details rivet readers

Colorful details rivet readers

Show, don’t just tell

Color me fascinated: Orange you glad you chose color? Your readers will be.


Description takes readers to the scene

Description takes readers to the scene

Paint a picture

Make your piece a portrait rather than a snapshot with description.


Human interest brings messages to life

Human interest brings messages to life

Find a poster person

It’s the “Peer Principle of Persuasion”: People connect with people. Readers find messages more readable, understandable and persuasive when your let a person stand for your point.


Humor: Make them laugh

Humor: Make them laugh

You must be kidding

Humor gets attention, makes a message go down easier and helps people understand information faster and remember it longer. It even makes you sexier. What are you waiting for?


Metaphor makes messages magic

Metaphor makes messages magic

Clarify complex copy

People have always learned metaphorically. We say that tables have legs and that chairs have arms.


Storytelling wins hearts and minds

Storytelling wins hearts and minds

‘The most powerful form of human communication’

Do you need to win the hearts and minds of your audience members? Tell them a story.


Wordplay surprises and delight readers

Wordplay surprises and delight readers bites

Make your message memorable

Want to captivate your readers? Get the media to steal your sound bites? Make your message more eloquent and memorable? Wordplay can help.


Creative approaches

Bring strategy stories down to earth

Bring strategy stories down to earth

Make them more concrete, creative

Action plan: Turn abstract strategy stories into down-to-earth people, places and things.


‘Don’t light your clothing on fire’

‘Don’t light your clothing on fire’

WCB-Alberta teaches safety through ‘The Hunger Games’

Some topics are hard to tackle. Brand guidelines, casual dress codes and safety, for instance, all come across as finger-wagging, nagging stories.


Communicate, don’t decorate

Communicate, don’t decorate

Creative copy can attract or distract

Creative copy is powerful. It attracts attention, helps people learn and remember — even makes them more creative, according to the research.


Notes from New York

Notes from New York

Write with your eraser

As my plane lands at LaGuardia, I look down at the 23-square-mile strip of land that is Manhattan and think, “I can do that.” (When I land at LAX, on the other hand, I look down on Los Angeles and think, “I need a nap.”)


Captivate your audience

Captivate your audience

Three ways to make your copy more creative

Draw them in: Want to grab reader attention? Make Your Copy More Creative.


Model the masters

Model the masters

Model the masters

Make a mentor of your favorite writer

Beg, borrow or steal: Imitation is the sincerest form of professional development.


Model the masters II

Model the masters II

Find a mentor in your favorite publications and websites

“Read The Confessions of Nat Turner by William Styron,” he replied. “Read everything by William Styron. Then write like him.”


More on creative copy

Quotes on creative copy

Quotes on creative copy

What writers & others say

“My purpose is to make what I write entertaining enough to compete with beer.” — Anonymous



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