from the Snippets newsletter of Jerry Hocutt

Question 1: Why should your written communications be like a movie poster?

Question 2: Whether you’re writing a memo, a letter, or advertising, why is it important that your headline sell your idea or product?

Question 3: What three types of headlines work best?

Answer 1: If the communication looks like something that requires a “quick read” rather than a major investment of time and attention, we’re more likely to give it a look.

Answer 2: “On average, five times as many people read the headline as read the body copy. It follows that unless your headline sells your product (or idea), you have wasted 90 percent of your money.” – David Oglivy, Oglivy on Advertising

Answer 3: (1) Make a promise. “Reduce your energy costs by 14%.” (2) Ask a question. “How much would you spend for peace of mind?” (3) Tell “how to.” “How to get promoted” or “12 ways to talk to your teenager.”

Source: Your Attention, Please, by Paul Brown and Alison Davis.