Steal techniques from the fiction writers
It ain’t fluff.
Creative material grabs and keeps reader attention. It paints pictures in your readers’ minds so they understand your points faster, enjoy them more and remember them longer. And it communicates more clearly, creates a “buzz” for your topic and enhances credibility.
Here’s how to tap the power of creative copy.
- Why be creative? Interesting copy helps readers pay attention to, remember messages
- Creative material is essential: You can’t afford not to include engaging elements
- Do readers savor your copy? People read 17 percent slower when they’re enjoying it
- Concrete details: Show, don’t just tell
- Description: Take readers to the scene
- Human interest: Bring your message to life
- Humor: Make them laugh
- Metaphor: Clarify complex copy
- Quotations: Write snappy sound bites
- Storytelling: ‘The most powerful form of human communication’
- Wordplay: Surprise and delight readers
- Communicate, don’t decorate: Creative copy can attract or distract
- Surprise gets attention: Make uncommon sense
- Curiouser and curiouser: Keep readers’ attention by opening gaps in their knowledge
- Can you template creativity? Yes, you can, according to one study
- Six templates of creative advertising: How to develop a winner
- Creative techniques can be taught: Templates help novices develop better ideas