What writers and others say
“Callouts are the print equivalent of a sound bite.”
— authors of The Newsletter Editor’s Desk Book
“One of the first things a reader notices when browsing … is the pull quote, a blurb lifted from a story and highlighted on the page.”
— John Brady, former editor-in-chief at Writer’s Digest
“This deceptively simple packaging device has a large effect on the reader, often determining whether a story is read or ignored.”
— John Brady, former editor-in-chief at Writer’s Digest
“When you have to communicate a lot of different sales points, use ‘callouts.’ They are above average in recall tests.”
— David Ogilvy, in Ogilvy on Advertising
“Think of your callout as the movie trailer for your story. Give away your best material to convince the reader to buy a ticket for the full show.”
— Ann Wylie, president, Wylie Communications
Get the word out with display copy
“Readers” don’t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.
So how do you reach “readers” who won’t read your paragraphs?
Learn how to put your messages where your readers’ eyes really are — in links, lists and CTAs — at our display copy-writing workshop.
