• THINGS LOOK DIFFERENT FROM HERE

    GET TO MARKET IN
    WEEKS NOT YEARS

  • THINGS LOOK DIFFERENT FROM HERE

    FOR ALL YOUR STAFF,
    WHEREVER THEY ARE

  • THINGS LOOK DIFFERENT FROM HERE

    FIX YOUR BIGGEST
    HIDDEN COST

  • THINGS LOOK DIFFERENT FROM HERE

    CLOSE THE STRATEGIC
    PLANNING GAP

  • THINGS LOOK DIFFERENT FROM HERE

    GETTING NOTICED

  • THINGS LOOK DIFFERENT FROM HERE

    MAKE THE COMPLEX SIMPLE
    WITH A TOUCH OF GENIUS

'Man devoured by shark lives to tell the tale!'

03 Jul 2014

What makes an attention grabbing headline? 

Top Tips:

 
  • - 80% of people never see your content. As David Ogilvy one of the original admen, stated: “Only 1 out of 5 readers gets beyond your headline.”

 

  • - The secret of a great story is the audience’s ability to understand the message from the headlines alone, so craft your headlines so that the audience can understand the whole story from them. This is also a useful précis for pre-reads and executive summaries.

 

  • - Headlines should add value to or, aid comprehension of, what is to follow. They should contain the key message that you want to deliver to your audience. If your listeners or audience require more detail they can drill down beneath the headlines and review the date exactly as you would read a newspaper.

 

  • - Ask yourself ‘So What?’. Statements or data without comparatives, the ‘So What?’ and Consequences are meaningless. Percentages without a benchmark or an absolute number to give them perspective are useless. Similarly, numbers without comparatives are equally unhelpful.

 

  • - Avoid headlines which are obscure or add no value; words like ‘Background’, ‘Introduction’ or ‘Cash Flow’ are not memorable and give little clue of what is to follow. They are purely geographical signposts.

 

  • - Use storyboarding to help ensure that the order of the data is correct and that your headlines create a compelling story.

 

  • - Don’t just take it from us: Michael Alley, Professor of Engineering and presentation auteur at Penn State has defined the assertion-evidence model. His research found that a compelling crisp headline in sentence form, backed up by evidence in the main body of a slide, increases comprehension and recall.
 

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