Lift Ideas Off the Page

Draw readers in and reach nonreaders with display copy


Availability
Live Aug. 22, 2017 3–4 p.m. EDT
On-Demand, available Aug. 29 through Sept. 15
Full Price: $200
Members: Free!

Categories: Techniques & Tactics, Writing

Once you’ve written your headline, David Ogilvy famously said, you’ve spent 80 cents of your advertising dollar.

That’s the value of display copy. Display copy — headlines, captions and callouts, for instance — gets the biggest ROI of all the copy 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.

So why not put your messages where your readers really are: in the display copy?

In this session, you’ll learn how 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.

Presenter

Ann Wylie, president, Wylie Communications

Photo of Ann Wylie

Wylie works with communicators who want to reach more readers, and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, and to organizations like NASA, Nike and Nokia. More than 14,000 communicators worldwide subscribe to her e-zine, Wylie’s Writing Tips. She has earned more than 60 awards, including two IABC Gold Quills, for her work.

           

Accreditation

Participants earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.