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NFPW
2002 Highlights
‘Revving
Up Readership’ by Drawing Readers In
What’s going to make busy readers stop, pick up your publication
... and then actually read your story?
To my chagrin, I discovered that headlines and cutlines —
which most of us spend the least amount of time writing —
are probably the most important tools you can use to rev up readership,
according to Ann Wylie.
Wylie suggests using plays on words, alliteration, images or
even dialogue to create headlines that stop readers on your story.
You can also “double the punch” by combining a creative
headline with a deck (subhead) that summarizes your story in one
short sentence.
“You must convince readers that this is the story they want
to read,” observes Wylie, who offers sales language ideas
for your deck:
- “How to ...”
- “How (topic) can help you ...”
- “7 ways to ...”
Don’t forget all the other tools of your publication that
should be used to “sell” your story: the table of contents,
cover heads, blurbs, cutlines (captions) and callouts (pull quotes).
Wylie suggests starting each cutline with a “catchline”
— three words in boldface, followed by a dash and then your
copy.
Because five times as many readers read only the headline and
deck (scary, isn’t it?), use those sections to give the reader
information. You might be able to nab the readers Wylie dubs “flippers
and skimmers” by listing main ideas in a “speedbar”
down the side margin of your copy.
Finally, give each layout the dollar bill test. Lay a dollar
bill over various sections of the page. No copy should be unbroken
for a space longer or wider than the bill; break up your copy
with subheads, bulleted lists, charts or graphics, photos and
cutlines, callouts and sidebars.
Want more ideas? Wylie offers plenty of concrete tips on her
Web site at www.wyliecomm.com.
– Karen M. Stensrud
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