December 18, 2017

Quotes on display copy

What writers and others say

“Pages with too many microcontent elements are like a busy intersection with too many road signs.”
— Amy Gahran, creator of the weblog

“Well-crafted links not only connect — they also inform, guide, highlight, and create context.”
— Amy Gahran, creator of the weblog

“The only benefit of the inverted pyramid lead was that it put a lot of valuable information high in the story. Some papers are learning to do that with more effective heads and deck(s).”
— Mario R. Garcia and Pegie Stark, authors, Eyes On the News: The Poynter Institute Color Research

“Nanocontent (first bit of a link) just needs to be good enough that users will sniff the most promising links in full.”
— Jakob Nielsen, “the king of usability”

“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”

“The reader is now driven by the fatigue factor.”
— former editor of Woman’s Day

“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
  • Lift Your Ideas Off the Page or Screen

    Sixty percent of your audience members aren’t reading your copy, according to estimates by professors at the University of Missouri. So how can you craft communications that reach nonreaders?

    Use your display copy — headlines, decks and subheads, for instance — to pull readers into your copy, make your piece more inviting and even communicate to flippers and skimmers.

    Catch Your Readers - Ann Wylie's persuasive-writing workshop in Denver on May 1-2, 2018At Catch Your Readers — a two-day Master Class on May 1-2, 2018 in Denver — we'll debunk destructive writing myths. You'll leave with scientific, proven-in-the-lab approaches for getting people to pay attention to, understand, remember and act on your messages.

    • Reach “readers” who spend only two minutes — or even just 10 seconds — with your piece.
    • Avoid dropping the piece of display copy that 95% of people read — but that many communicators forget.
    • Run a simple test on your message to ensure that even folks who will not read your message no matter how well you write it still get your key ideas.
    • Make your copy 47% more usable by adding a few simple elements.
    • Pass the Palm Test to make your message look easier to read. Because if it looks easier to read, more people will read it.

    Learn more about the Master Class.

    Register for Catch Your Readers - Ann Wylie's persuasive-writing workshop in Denver on May 1-2, 2018

    Browse all upcoming Master Classes.

    Would you like to hold an in-house Catch Your Readers workshop? Contact Ann directly.

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