Hooking Skimmers and Scanners

We all do it. With the onslaught of information coming at us every day, we have to filter it. We skim for a quick overview of the message in a communication. We scan for the specific information we're looking for.

When we're sorting through potential reading material, making our A pile (read now) B pile (read later if I get around to it) and C pile (recycle), we are not yet committed to a printed piece. We're casual readers. So what is it that turns a casual reader into a serious reader? What gets your document into your prospect's A, or at least the B pile?

Short Stories

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Ten surefire ways to pull in a casual reader:

Hooking Skimmers and Scanners

Select strong headlines (an article unto itself!) Use a subhead to lead in from headline to body copy For print, consider an oversized initial cap for the first paragraph Place subheads within the story (more on subheads below) Use color to tie related elements together and help readers navigate Add photos with captions, illustrations, tables, graphs Pull quotes from the story to stand, oversized, on their own (more on pull quotes below) Place emphasis on key paragraphs Place related (but tangential) information in sidebars (more on sidebars below) Use relative size, placement, boldness, color, etc. to indicate relative importance of information
Three Kinds of Subheads:

Centered subheads, also known as crossheads, are useful for full justified text where left and right margins are aligned. This is a more formal style. A flush left, also known as a sidehead, works with both left justified and centered text. Informal. A boldface lead-in or run-in head works with both alignments. These can also be used as 'sub-subheads' under centered or flush-left subheads but should be in smaller or less emphasized type to clarify hierarchy.
Five Functions of Pull Quotes:

Provide essential information to skimmers and scanners Generate interest in the subject Break up large blocks of copy, creating breathing room for the reader Fill space when you are short on copy Add white space and visual interest to a page dense with copy
Six Kinds of Sidebars

Readership sidebars prompt the casual page turner to actually read your copy. Examples: a table of contents, a drop quote, or a teaser that urges the reader on. Biography sidebars lend credibility. Examples: credentials, publications, a client list. Benefit sidebars detail a compelling benefit of the offer. Examples: fulfilling a dream, solving a problem, easing a fear. Credibility sidebars help convince the reader that your claims are valid and that they will get the benefits promised. Examples; customer or expert testimonials, media endorsements. Proof sidebars offer hard data to support your premise or the value of your offer. Examples: statistics, charts, tables. Sales-closing sidebars are placed to remove final roadblocks toward the end of your sales message. Examples: bump up perceived value, offer a premium, relieve risk with guarantees, devices to prompt action.

Hooking Skimmers and Scanners

Linda Pizzitola is principal of Kauai Design Graphics, Inc., a graphic design, copywriting and marketing firm on the island of Kauai, Hawaii. Subscribers to her quarterly e-zine, The Graphics Grapevine, receive short articles and tips on design, persuasive writing and small business marketing. To see her online portfolio and a client list, or to subscribe to The Graphics Grapevine or access back issues, visit http://www.kauaidesign.com

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