What writers and others say
“Callouts are the print equivalent of a sound bite.”
— authors of The Newsletter Editor’s Desk Book
“One of the first things a reader notices when browsing … is the pull quote, a blurb lifted from a story and highlighted on the page.”
— John Brady, former editor-in-chief at Writer’s Digest
“This deceptively simple packaging device has a large effect on the reader, often determining whether a story is read or ignored.”
— John Brady, former editor-in-chief at Writer’s Digest
“When you have to communicate a lot of different sales points, use ‘callouts.’ They are above average in recall tests.”
— David Ogilvy, in Ogilvy on Advertising
“Think of your callout as the movie trailer for your story. Give away your best material to convince the reader to buy a ticket for the full show.”
— Ann Wylie, president, Wylie Communications
How can you reach non-readers with words?
“Readers” don’t read. Even highly educated web visitors read fewer than 20% of the words on a page.
So how do you reach “readers” who won’t read your paragraphs?
Learn how to reach people who spend only two minutes — or even just 10 seconds — with your message at Catch Your Readers, our persuasive-writing workshop, starting April 5.
There, you’ll learn how to put your key messages where your readers’ eyes are. You’ll discover how deliver your key ideas to people who don’t read the paragraphs. And you’ll find out how to draw even reluctant audience members into your message.
Save $200 when you book before Dec. 31.
