![]() ![]() 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 difficult to fit a full-size tank on a Web page. 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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