{"id":21636,"date":"2022-05-14T12:33:21","date_gmt":"2022-05-14T16:33:21","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=21636"},"modified":"2024-01-17T09:41:31","modified_gmt":"2024-01-17T13:41:31","slug":"multi-deck-headline","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/05\/multi-deck-headline\/","title":{"rendered":"Why write a multi-deck headline?"},"content":{"rendered":"<h2>Because it\u2019s the best-read element on the page<\/h2>\n<p>Decks \u2014 those one-sentence summaries under the headline \u2014 do the heavy lifting on webpages.<\/p>\n<figure id=\"attachment_29646\" aria-describedby=\"caption-attachment-29646\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29646\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/multi-deck-headline\/why-write-a-multi-deck-headline\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline.png\" data-orig-size=\"451,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-write-a-multi-deck-headline\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Front page&lt;\/strong&gt; Don\u2019t drop the deck. It\u2019s a power tool of communication. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/news-folded-newspapers-front-black-wall-241650187&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by qvist&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline.png\" alt=\"Multi deck headline\" title=\"Multi deck headline\" width=\"451\" height=\"300\" class=\"size-full wp-image-29646 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline-300x200.png 300w\" data-sizes=\"(max-width: 451px) 100vw, 451px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 451px; --smush-placeholder-aspect-ratio: 451\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29646\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/multi-deck-headline\/why-write-a-multi-deck-headline\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline.png\" data-orig-size=\"451,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-write-a-multi-deck-headline\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Front page&lt;\/strong&gt; Don\u2019t drop the deck. It\u2019s a power tool of communication. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/news-folded-newspapers-front-black-wall-241650187&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by qvist&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline.png\" alt=\"Multi deck headline\" title=\"Multi deck headline\" width=\"451\" height=\"300\" class=\"size-full wp-image-29646\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/why-write-a-multi-deck-headline-300x200.png 300w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/><\/noscript><figcaption id=\"caption-attachment-29646\" class=\"wp-caption-text\"><strong>Front page<\/strong> Don\u2019t drop the deck. It\u2019s a power tool of communication. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/row-newspapers-179149739\" rel=\"noopener\" target=\"_blank\"><em>Image by qvist<\/em><\/a><\/figcaption><\/figure>\n<p>Indeed, according to The Poynter Institute\u2019s Eyetrack III study of reader behavior:<\/p>\n<ul>\n<li><strong>95% of webpage visitors read all or part of the deck<\/strong>. That\u2019s huge when compared with any other element on the page.<\/li>\n<li><strong>Visitors spend five to 10 seconds, on average, looking at the deck<\/strong>.That seems like a flash, but it\u2019s actually a substantial investment in a scanner\u2019s time.<\/li>\n<li><strong>Decks \u201cmay be the only thing many readers view,\u201d<\/strong> Eyetrack III researchers say.<\/li>\n<\/ul>\n<p>If you want visitors to pay attention to your point, the researchers say, put it in the deck. Yet too many corporate communicators drop this power tool of communication.<\/p>\n<figure id=\"attachment_29574\" aria-describedby=\"caption-attachment-29574\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29574\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/multi-deck-headline\/multi-deck-headline-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"multi-deck-headline\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;The one-sentence summary under the headline is the deck. Don\u2019t drop it.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline.png\" alt=\"Multi deck headline\" title=\"Multi deck headline\" width=\"600\" height=\"300\" class=\"size-full wp-image-29574 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29574\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/multi-deck-headline\/multi-deck-headline-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"multi-deck-headline\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;The one-sentence summary under the headline is the deck. Don\u2019t drop it.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline.png\" alt=\"Multi deck headline\" title=\"Multi deck headline\" width=\"600\" height=\"300\" class=\"size-full wp-image-29574\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/multi-deck-headline-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-29574\" class=\"wp-caption-text\">The one-sentence summary under the headline is the deck. Don\u2019t drop it.<\/figcaption><\/figure>\n<h3>Why decks?<\/h3>\n<p>No doubt about it: Decks are power tools of communication. Decks are important because they:<\/p>\n<ul>\n<li><strong>Orient visitors at a glance<\/strong>, letting them know whether they\u2019ve arrived at the right place.<\/li>\n<li><strong>Offer a second layer of detail<\/strong> to scanners who don\u2019t read word-by-word.<\/li>\n<li><strong>Take a load off (and words out of) the headline<\/strong>.<\/li>\n<\/ul>\n<p>(Not sure what the deck is? The deck for this piece is \u201cBecause it\u2019s the best-read element on the page.\u201d)<\/p>\n<h3>Put your message where your deck is.<\/h3>\n<p>Once you\u2019ve gained attention in the headline, use the deck to sell the story. To write an effective deck:<\/p>\n<h4><strong>1. Explain your message in one sentence.<\/strong><\/h4>\n<p>Make it a full sentence.<\/p>\n<h4><strong>2. Telegraph a single point.<\/strong><\/h4>\n<p>Choose a <a href=\"https:\/\/revvingupreadership.com\/2019\/09\/deck-headline\/\" target=\"_blank\" rel=\"noopener noreferrer\">secondary angle deck<\/a> to go with news headlines, a <a href=\"https:\/\/revvingupreadership.com\/2010\/06\/write-a-summary-deck-with-a-feature-or-benefits-head\/\" target=\"_blank\" rel=\"noopener noreferrer\">summary deck<\/a> to go with feature and benefits headlines.<\/p>\n<h4><strong>3. Tell, don\u2019t tease.<\/strong><\/h4>\n<p>Don\u2019t try to trick visitors into reading the page. Instead, summarize the page so well that visitors can get the gist of the story without reading the text.<\/p>\n<h4><strong>4. Don\u2019t repeat yourself.<\/strong><\/h4>\n<p>A deck is an extension of the headline. It should expand on the headline, not duplicate it. So don\u2019t repeat a single word from the headline in the deck.<\/p>\n<p>This is San Francisco real estate. Make each word do new work. (Besides, repeating words in the head and deck may be a clue that you\u2019re saying the same thing twice. Force yourself to revise repetitious layers of information.)<\/p>\n<h4><strong>5. Use sentence-structure capitalization.<\/strong><\/h4>\n<p>Sentence Capitalization is Fresher and More Contemporary than Title Capitalization.<\/p>\n<p>But don\u2019t include a period.<\/p>\n<h4><strong>6. Keep it short.<\/strong><\/h4>\n<p>Aim for 14 words or fewer. That length is easy for people to read and understand, according to research by the American Press Institute.<\/p>\n<p>People read decks because they\u2019re short and easy to scan. If your deck becomes a paragraph, it will lose its power to attract.<\/p>\n<h3>Don\u2019t drop the deck.<\/h3>\n<p>This second layer of headline is essential to communicate to today\u2019s audience of flippers and skimmers.<\/p>\n<p>So don\u2019t drop the deck \u2014 from webpages, news releases, blog posts and other pieces. Why skip the most important element of your piece?<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Because it\u2019s the best-read element on the page<\/p>\n","protected":false},"author":6,"featured_media":29646,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[65],"tags":[373,240],"class_list":{"0":"post-21636","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-display-copy","8":"tag-deck","9":"tag-headlines","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why write a multi-deck headline?<\/title>\n<meta name=\"description\" content=\"Front page: Don\u2019t drop the deck. 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