A copywriter may spend hours (yes, a good writer would spend hours crafting copy) chopping, chipping, pruning, and finally buffing away at the last jagged splinters of text to get a gleaming, finely polished 25-word gem of copy that no one reads.
Frankly, there's just too much written word coming at us in a day. We just can't be expected to read everything!
People surf. They browse. They don't read - superb layouts and typographical genius notwithstanding.
So what is the secret to survival (for writers at least) in the Era of the Superficial Scan? What distinguishes reader-worthy copy from daily drivel?
In Advertising, we have something called the 'consumer benefit' - or the 'what's-in-it-for-me'! But with virtually every medium saturated with ubiquitous, screaming (and often misleading) '50% OFFs', 'FREEs' and their ilk, both written and visual communication can easily miss the bullseye and hit a blindspot. What we need is a secret weapon!
I call it 'The Eye Trap'.
It's a steely hook, a razor-sharp barb that jabs and holds the scanning eye. You can almost hear 'The Eye Trap' snap shut a split-second before the victim reaches out for a 500-page self-help title in a bookstore. And when it's sticking out menacingly in the headline on a 24-page tabloid, it inevitably - rrip! - snags a passing eyeball.
It can take many forms.
Sometimes, it's a word:
- F***k, etc.
And at other times, it is a phrase as familiar as:
- 10 Ways To __________
- The Secret Of __________
- How To __________
- 3 Warning Signs __________
- 5 Reason Why __________
And sometimes it's as innocuous as an ironic title in a blog post.
Nobody asked me but....Presidents' Day edition. - Nobody asked me but is my periodic tribute to the great sportswriter, Jimmy Cannon. When Cannon had nothing to write about, he'd come across with one of th...
21 hours ago