Call-outs are an artist's way of making a single photo or
illustration larger than life by blowing up a small portion, using
insets, or, more commonly, identifying products, benefits or copy
with coded graphic references. Your
problem as a copywriter is what to do with the limited space
available.
Here are some solutions:
-
Ask for more space!
-
Begin call-out copy with an action
verb.
-
State a unique benefit even if it's
repeated in a headline or body copy.
-
Mention savings or palatable
pricing.
A
tightly-written example of the last three points would be:
End clogged cleats
cheaply.
-
Marry a feature to a benefit.
-
Reinforce deadline urgency.
An example of
the last two points would be:
Get the enhanced
software version by ordering before June 1.
-
Marry a deadline and a premium.
Example:
Order by May 25 and
get matching luggage tags FREE.
-
Bold face benefits and italicize
action verbs.
-
Indicate that the inset or blow-up
or call-out is only "X% of actual size".
-
Link call-outs together for greater
emphasis on selling points.
-
Use an "overline", a mini-headline
tying together the entire story of all the call-outs below.
-
Use an "underline", another
mini-head under the photo, suggesting that the reader reply.
-
Avoid the temptation to use only
features. Features bore. Benefits sell.
-
Number your call-outs to force
readership.
-
Ask your art director to use color
for the numbers.
Using these techniques leads to a cluttered impression, but if
it's carefully-planned clutter, it'll help sell. Call-out copy, by
its position of importance adjacent to illustrative matter, guides
the reader right into your selling story.
