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The number one way to grab the reader's attention -
powerful facts and statistics
By Kelly Robbins
powerful facts and statistics
By Kelly Robbins
As you know there are several ways to grab a reader's attention - the first and foremost being the headline. You can easily grab attention in a headline by asking a question, stating a startling fact or statistic (you then quickly back up that statement in your first paragraph), or by creating intrigue
or mystery. Because the headline is so attention grabbing, the reader HAS to read on to find out more.
One example is the headline:
17 million adults say they have downloaded a podcast - how does this affect YOUR business.
In the first sentence or two of your copy you should give the source of your statistic (a reputable one), and then you need to back up what you said in your headline.
Why is this important? How DOES it affect your reader's business? Maybe your copy would explain why and how they should go about creating a podcast in order to tap into their market.
Including industry facts and statistics will make your copy stronger, especially when writing press releases or other media related materials.
Here's an example of using facts and statistics to start off your copy and grab attention:
Over six and a half million Americans had cosmetic surgery in 2002, according to the American Society of Plastic Surgeons. Because of cosmetic surgery's growing popularity, plus the increased use of minimally invasive surgical techniques, doctors that perform this type of surgery are busier than ever.
..
So how do you find reputable facts and statistics to use? Here are a few suggestions to get you started.
List of Do's:
• Check out industry specific journals, both print and online.
• Look for associations in the industry; many have tons of information available for free. Visit their websites too see what they have to offer.
• Within the associations look for annual member studies, a section for the press or media, or topical articles written by members.
• Check out Wikipedia - they link to reputable sources when using statistics.
• Review research magazines/journals specific to the industry you are writing about.
List of DO NOT's:
• Do not use a statistics you randomly find on a blog or website that doesn't come from a reputable source.
• Do not use a statistic without citing your source (you may not site the source in the headline, but you can in the main copy).
• Do not using a statistic without explaining why you used it. In other words, do not randomly put in statistics or facts without explaining in your copy why it's important your reader knows that.
These tips should help you answer YES to the question: have you effectively used reputable facts and statistics to either prove a point, grab attention or both? Good luck!
About the author
Kelly Robbins, founder of The Copywriting Institute, is the author of Powerful Interviewing Techniques for Healthcare Marketers and The Healthcare Copywriters Toolkit. Kelly Robbins is an award winning healthcare copywriter and marketing coach/consultant. Publisher of "The Copywriting Connection", Kelly helps writers and marketers learn to write phenomenal copy. Contact Kelly to receive her free report, "Six things every copywriter MUST know to make high profits in copywriting fast!" at www.TheCopywritingInstitute.com or 303-460-0285. © 2007, The Copywriting Institute
One example is the headline:
17 million adults say they have downloaded a podcast - how does this affect YOUR business.
In the first sentence or two of your copy you should give the source of your statistic (a reputable one), and then you need to back up what you said in your headline.
Why is this important? How DOES it affect your reader's business? Maybe your copy would explain why and how they should go about creating a podcast in order to tap into their market.
Including industry facts and statistics will make your copy stronger, especially when writing press releases or other media related materials.
Here's an example of using facts and statistics to start off your copy and grab attention:
Over six and a half million Americans had cosmetic surgery in 2002, according to the American Society of Plastic Surgeons. Because of cosmetic surgery's growing popularity, plus the increased use of minimally invasive surgical techniques, doctors that perform this type of surgery are busier than ever.
..
So how do you find reputable facts and statistics to use? Here are a few suggestions to get you started.
List of Do's:
• Check out industry specific journals, both print and online.
• Look for associations in the industry; many have tons of information available for free. Visit their websites too see what they have to offer.
• Within the associations look for annual member studies, a section for the press or media, or topical articles written by members.
• Check out Wikipedia - they link to reputable sources when using statistics.
• Review research magazines/journals specific to the industry you are writing about.
List of DO NOT's:
• Do not use a statistics you randomly find on a blog or website that doesn't come from a reputable source.
• Do not use a statistic without citing your source (you may not site the source in the headline, but you can in the main copy).
• Do not using a statistic without explaining why you used it. In other words, do not randomly put in statistics or facts without explaining in your copy why it's important your reader knows that.
These tips should help you answer YES to the question: have you effectively used reputable facts and statistics to either prove a point, grab attention or both? Good luck!
About the author
Kelly Robbins, founder of The Copywriting Institute, is the author of Powerful Interviewing Techniques for Healthcare Marketers and The Healthcare Copywriters Toolkit. Kelly Robbins is an award winning healthcare copywriter and marketing coach/consultant. Publisher of "The Copywriting Connection", Kelly helps writers and marketers learn to write phenomenal copy. Contact Kelly to receive her free report, "Six things every copywriter MUST know to make high profits in copywriting fast!" at www.TheCopywritingInstitute.com or 303-460-0285. © 2007, The Copywriting Institute