![]() ![]() So when you’re working on a Web page and you want to grab people’s attention, you have these weapons. You might think, as a copywriter, I focus only on #3. My job is to select images, decide if an MP3 might work, write a video script, consider illustrations, and, of course, test the headline. Let’s take a look at some attention-grabbing ads and websites If you’re working on a website or landing page yourself, then job #1 is to get people’s attention so they keep reading. Here’s a famous ad from the 1930s for advertising agency Young and Rubicam. Note their definition of impact: that quality in an advertisement which strikes suddenly against the reader’s indifference and enlivens his mind to receive a sales message.Ī super definition of “grabbing” the attention of the reader. Pro tip: Make a connection no one else has made before. That excites people’s imagination, which gets their attention. Let’s take a look at some additional examples. In the 1980s, Wendy’s got the attention of the hamburger-eating public with the famous “Where’s the Beef” ads. The question entered the public’s lexicon. The attention grabbers were the “seasoned” women complaining about their hamburgers. Pro tip: You don’t have to get super-creative to grab someone’s attention. Next up, this highly successful online ad simply provides a relatively basic headline, a photo of the product, plus an image of a young golfer-showing some happiness. ![]() Pro tip: Don’t try to be overly creative. ![]() Just make your point clearly and concisely. If you feel so moved, and your testing shows it’s working, you can get a little crazy. You’ll see examples in the small “button” ads that appear on major news sites. Pro tip: Test to know what works best for your audience. They might like crazy, over-the-top messaging or they may respond best to something that’s simple and direct. ![]()
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