Quotes on display copy

What writers and others say

Quotes on display copy

Image by Noah Buscher

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

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

“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 RevUpReadership.com
  • Lift Ideas Off the Page

    Reach nonreaders with display copy

    Once you’ve written your headline, David Ogilvy famously said, you’ve spent 80 cents of your advertising dollar. That’s right: Display copy — headlines, captions and callouts, for instance — gets the biggest ROI of everything we write.

    Lift Ideas Off the Page in Dallas

    That’s why I’m often amazed that the same folks who spend hours polishing the analogy in the seventh paragraph of their message toss off a headline in the 17 seconds before happy hour on a Friday afternoon. Most of your readers will never read the seventh paragraph. But many more will read your display copy.

    People don’t read. So how can you reach them with words?

    At Catch Your Readers — our two-day hands-on persuasive-writing master class on Oct. 2-3 in Dallas — you’ll learn how to put your messages where your readers’ eyes really are — to use your display copy to pull readers into your message, make your piece more inviting and even communicate to flippers and skimmers. Specifically, you’ll learn how to:

    • 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.

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