“Pages with too many microcontent elements are like a busy intersection with too many road signs.”
— Amy Gahran, creator of the weblog Contentious.com
“The often overlooked subhead is really a stealthy and lethal ninja writing weapon just sitting there quietly waiting to be put to good use.”
— Gary Korisko, author and expert blogger
“For a company with 10,000 employees, the cost of a poorly written headline on an intranet home page is almost $5,000.”
— Jakob Nielsen, “the king of usability”
“Subheadings have the power to reel the reader in. While the headline may grab the user’s attention, you need to do more than that in order for the user to stay.”
“I’m often amazed at how much energy writers put into perfecting the analogy in the 32nd paragraph of their piece when those same folks toss off a headline in the 17 seconds before happy hour on a Friday evening. Most of your readers will never see the 32nd paragraph of your brilliant copy. But many more will read your display copy.”
— Ann Wylie, writing coach and author of RevUpReadership.com
Lift Ideas Off the Page
Some 60% of your audience members aren’t reading your copy, according to estimates by professors at the University of Missouri.
If so, bring Ann in to present Catch Your Readers — a one- to two-day persuasive-writing course — to your team.
There, they’ll learn how to reach “readers” who spend only two minutes — or even just 10 seconds — with their piece … a simple test to run on their copy to make sure they’re reaching flippers and skimmers … and how to craft the piece of copy that 95% of people read — but that 95% of communicators drop.