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Write colorful benefits heads
4 steps for telegraphing the biggest benefit To write a good benefits headline, list: Heads up Write about ‘your greatest benefit for your reader’s greatest need,’ Image by Elizabeth Haslam Your...
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Heads up on benefits headlines
8 types of benefits headlines to choose from Stuck for a benefits headline? Browse these eight approaches for inspiration: Get your head around this Write a command, question or testimonial headline....
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Why display copy?
Because ‘readers’ don’t read I’m often amazed at the amount of energy writers put into perfecting the sentence structure in the fourth paragraph of their piece when those same folks toss off a headline...
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Why writing links well is so important
Get clicked by writing good link text Users look for links on pages like puppies look for your best shoes. Click here Good link text does more than increase your clickthrough rate. It also helps screen...
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How to use pull quotes and why
They attract attention, make messages memorable Pull quotes — aka callouts, breakout quotes or pullout quotes — are “the print equivalent of a sound bite,” according to the authors of The Newsletter...
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How to write a good photo caption
Cutlines get 16% more readership than text Too often, communicators crank out captions (aka cutlines) in the 15 minutes before happy hour on a Friday night. A picture is worth a thousand words — but...
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How to write a good subheading
Keep readers reading, skimmers scanning The other day, I found a blog post of interest to me: “Maximizing student productivity: Tips for successful internship programs.” Icing on the cake Subheads help...
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What’s the best subheading format?
Think contrast, hierarchy Subheads tell readers what content exists on a page and how different sections relate to the others. That guides readers to the copy they want to read and shows them how the...
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Why are subheadings important online?
Show the parts with subheads Think of subheads as the icing on the cake. Skimmers look at subheadings to learn what content you’re offering online. That makes subheads “the most important thing you can...
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Why write a multi-deck headline?
Because it’s the best-read element on the page Decks — those one-sentence summaries under the headline — do the heavy lifting on webpages. Front page Don’t drop the deck. It’s a power tool of...
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