use headlines to get the reader’s attention

Headlines are one of the most important parts of copywriting. Executed well, they cut through the clutter of communication to grab attention. They also guide your reader through the copy, influencing what is and what is not read.

Clever headlines sometimes include a play on words, but that isn’t always effective. It’s safest to use headlines to deliver information about a benefit of your program or event. Use action words in headlines. Don’t simply settle for a label.

Instead of:
A Message from the Dean
(label)

write:
New Program to Emphasize More Field Experiences for Students
(highlights an aspect of the dean’s message)

keep copy short

We live in a world bombarded by millions of messages every day. To communicate effectively, it is important to deliver your most important points quickly. One way to approach this task is to focus on the benefits of your program, service, or activity, and then decide how you can communicate a couple of those points powerfully and quickly.

Example:
You might decide that your program’s most compelling benefit is the opportunity for students to do hands-on research with the faculty. You might express that idea in copy that begins like this:

(headline)
Unleash Your Curiosity. Explore Your World.

(copy)
At most universities, research opportunities belong exclusively to graduate students. But at Washington State University, as an undergraduate you might assist internationally known faculty with research that reveals new knowledge. Or you can design and conduct studies of your own with guidance from renowned scholars.

include a call to action

Don’t forget this important step. It is what moves members of your audience from being passive prospects to taking the next step and becoming a customer. Tell them exactly how they can obtain more information, sign up for a class, or purchase a service.

Example:
For more information, visit www.wsu.edu.
or
Save 30 percent on tickets if purchased by May 30.