Content has been one of the most important reasons we have traffic to our website. Our content
works hard for us, thanks to VistaComm.
RICHARD STINSON | Communications & Media Manager
ProAg® | Amarillo, Texas
INCLUDE PHOTOS …
ESPECIALLY PEOPLE SHOTS
When you pick up a newspaper or magazine, your eyes
go right to the photos. By including new and interesting
photos, you draw readers in—increasing the chances th ey’ll
read the accompanying article.
• Include people and identify them in a caption.
• Show people in action.
• Bring photos to life on the printed page with the LIVE
PORTRAIT app. Download the app on your device
and see what we mean. (Details below right.)
• Avoid mobile phone shots that don’t reproduce well
in print. A simple pocket camera (less than $100) will
give you far better quality.
USE STRONG HEADLINES
Like photos, a good headline draws people to your story.
Use this exercise to help you get the best headline:
• Write at least 5 headlines for your story.
Anything goes.
• Try a “how to” approach. Use numbers, if possible.
• Walk away … then come
back in 30 minutes and
look at your headlines
again. More often than
not, the best headline will
jump out at you. If not,
write more
will come across as gray matter on the page. Solution? Break
up your content.
• Use bulleted lists like this one. Skimmers are drawn
to lists.
• Add infographics—visual interpretations of facts or
statistics.
• Include sidebars or small, boxed items that provide
important bits of information about events, incentives or
special offers.
• Try callout quotes to make important messages “pop.”
ASK YOUR READER TO DO
SOMETHING
This is your “call to action” and can mean ending articles with
“call now,” “visit our c-store” or “check with your agronomist.”
And when you suggest those actions, include phone numbers
or email addresses. Make it easy for the reader to contact you.
In a broader sense, think of your entire publication as one big
“call to action” … asking readers to do more business with
you. Make sure each issue demonstrates how you add value
to your customers’ operations.
WATCH DARCY
COME to LIFE!
MIX IT UP
In today’s world of smart
phones and tablets, people
are accustomed to short,
succinct messages. So if
your publication looks like a
newspaper—with column after
column of words—your content
VISTACOMM.COM
1
Download
the Live
Portrait app from
the App Store
or Google Play
to your mobile
device.
2
Open the
app and
point your device
here for a video
tip from author
Darcy Maulsby!
ISSUE 2 2017 AGRI-INSIGHTS
17