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.
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 corporate-writing master class on April 10-11, 2019, in Charleston — 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: