Headlines 

Keep headlines focused, yet creative. They should grab the reader’s attention so they will keep reading. Don’t try and say everything or you’ll confuse (and lose) your audience. Keep them quick, clear and intriguing. 

Copy 

Before you start crafting your story, make sure you know: 

• Who your audience is. 
• What do they need to know? 
• What tone will convey this information the best?  
• Gather relevant information, data, names, dates and details. 

Call to Actions 

A call to action (CTA) guides the viewer toward an action, such as registering for an event or program, subscribing to a newsletter, or clicking a link for more information. 

When writing a call to action, make sure you: 

• Know your audience 
• Define your goal and outcome 
• Use actionable language 
• Be clear and concise