Found 17 topics tagged ‘Gaining Attention’

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like this. And not because it doesn’t contain important information. It does. You’ve probably never...

Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to give it context. Does it make sense without an accompanying photo or intro text?...

On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you know that’s not it at all! Your title or headline’s strategic function is to...

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers into subject-matter experts. Mostly, we’re in the business of motivating people to action. If...

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition or advocacy page, use it to communicate the ‘pain or consequence’ that follows from...

Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention. Either, they’ll need to delay the thing they were about to do next, or...