September 30, 2016: David Ogilvy famously said that by the time you’ve written your headline, you’ve spent 80 cents of your advertising dollar. The same is true of your other display copy — like captions (aka cutlines) — as well. Too often they’re the first thing readers read. But they’re the last thing PR pros slap together.
September 1, 2016: A colleague in health-system marketing counsels his case-study writers to “get the patient to the hospital.” Wrong! When it comes to case studies, it’s about the client’s problem and results, not your solutions.
May 2, 2016: No matter how dazzling your feature lead is, at some point, readers want to know where you’re going with the story. And that’s the job of the nut graph. The nut graph is where you reveal your destination and convince your readers to come along for the ride.