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Attraction Marketing: Put Your Marketing on Auto-Pilot
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Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention. And so that's when you sell them.

My advice for writing captions is to never describe what readers can see for themselves in your photo.

If your photo shows a man in a golf shirt, for example, don't place a caption beneath the photo that simply says "New Golf Shirt." Instead, write a subhead that communicates a benefit that the reader cannot see, one that the photographer could never capture. Write something like this:

NEVER A HOLE IN ONE: Our new Glengarry Golf Shirt features a Teflon fabric protector that forms an invisible shield around fibe

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rest. That's when you have their attention. And so that's when you sell them.

My advice for writing captions is to never describe what readers can see for themselves in your photo.

If your photo shows a man in a golf shirt, for example, don't place a caption beneath the photo that simply says "New Golf Shirt." Instead, write a subhead that communicates a benefit that the reader cannot see, one that the photographer could never capture. Write something like this:

NEVER A HOLE IN ONE: Our new Glengarry Golf Shirt features a Teflon fabric protector that forms an invisible shield around fib

How To Speak Your Way To Fame And Fortune
How often do you wish you were more proficient at public speaking? Public speaking or giving presentations can take you places you might not ever get to go otherwise. It gives you the opportunity to meet people outside your circle and i

themselves in your photo.

If your photo shows a man in a golf shirt, for example, don't place a caption beneath the photo that simply says "New Golf Shirt." Instead, write a subhead that communicates a benefit that the reader cannot see, one that the photographer could never capture. Write something like this:

NEVER A HOLE IN ONE: Our new Glengarry Golf Shirt features a Teflon fabric protector that forms an invisible shield around fib

Eleven Reasons Donors Stop Responding To Fundraising Letter Appeals
Donors will stop responding to your fundraising letter appeals for many reasons. Some of which you can manage, but many of which you cannot. Use these findings to retain as many of your donors as you can.1. They forgett." Instead, write a subhead that communicates a benefit that the reader cannot see, one that the photographer could never capture. Write something like this:

NEVER A HOLE IN ONE: Our new Glengarry Golf Shirt features a Teflon fabric protector that forms an invisible shield around fib

Business Process Management Outsourcing
The growth and survival of business in the dynamic environment depends upon the development of new products. Organizations must always be on the lookout for new opportunities and exploit the opportunities by creating new products and se

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My second piece of solicited advice (you subscribed to the newsletter, after all) is to start your captions, whenever possible, with a pithy intro phrase. In five words or fewer, capture the essence of what you are saying with a clever word play, like the one above. Here’s another example.

My local newspaper ran a story about the problem that my city is facing this summer with some homeowners watering their lawns every day when they should be watering every other day to conserve water. The story was illustrated with a photograph of a city bylaw officer,

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