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That excites people’s imagination, which gets their attention.
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WORD GRABBER PRO
Pro tip: Make a connection no one else has made before. 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. Here’s a famous ad from the 1930s for advertising agency Young and Rubicam. 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. My job is to select images, decide if an MP3 might work, write a video script, consider illustrations, and, of course, test the headline. You might think, as a copywriter, I focus only on #3. So when you’re working on a Web page and you want to grab people’s attention, you have these weapons. It’s difficult to fit a full-size tank on a Web page. Some companies place young and attractive women outside the booth to garner attention there’s no scientific data on the effectiveness of this tactic, but nobody at the show seems to complain.Īt the 2014 show, Callaway used this tactic to get my attention. It’s a challenge to differentiate one booth from another.Īll the clothing booths look pretty much the same: beautiful clothes, beautiful people.Īll the equipment booths look about the same: the latest clubs and balls with photos of the latest clubs and balls. I go because I write copy for a golf client. In three halls, each the size of a jumbo jet hangar, 45,000 of my closest friends gathered to meet and conduct golf business. I just returned from the PGA Merchandise Show in Orlando. Sometimes it’s easy to get people’s attention In fact, there’s a classic copywriting formula called AIDA. The secret is AIDAĪs a direct response copywriter, my first responsibility is to work out a way to grab the reader’s attention.
WORD GRABBER HOW TO
But the first step is understanding how to get people to pay attention to your message. If you’re a small business owner or the marketing manager of a mid-size company, you don’t have to spend millions. They hire large agencies and, together, they spend hours in meetings creating ads so you pay attention to them-and not the competition. Large corporations spend millions crafting ways to grab your attention. If I spend approximately 16 hours awake, that’s 960 minutes and thus, in New York City, I see, on average, some type of advertising message every 20 seconds-depending on where my day takes me. You see advertising on the lower part of the turnstile but look super-closely and you’ll see advertising on the actual turnstile bar-in pink. Here’s an example from the turnstiles on the New York subway. Here in the Big Apple, it seems every space anyone can see is available: sides of buildings… stairs on the subway… bus shelters… taxi interiors… elevator walls… restaurant bathrooms… jackets… beer glasses (I’m told).
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Even if you rarely pay attention to marketing, I’m confident you’ve heard this fact (or a variation): the average American sees or hears 3,500+ advertising and marketing messages a day.Īs I write, I’m in New York City and I probably see well over 5,000 messages during my waking hours.