{"id":26254,"date":"2021-03-31T04:16:07","date_gmt":"2021-03-31T08:16:07","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26254"},"modified":"2024-01-17T10:17:01","modified_gmt":"2024-01-17T14:17:01","slug":"how-to-use-pull-quotes-and-why","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/03\/how-to-use-pull-quotes-and-why\/","title":{"rendered":"How to use pull quotes and why"},"content":{"rendered":"<h2>They attract attention, make messages memorable<\/h2>\n<p>Pull quotes \u2014 aka callouts, breakout quotes or pullout quotes \u2014 are \u201cthe print equivalent of a sound bite,\u201d according to the authors of <em>The Newsletter Editor\u2019s Desk Book<\/em><\/p>\n<figure id=\"attachment_26255\" aria-describedby=\"caption-attachment-26255\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26255\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/how-to-use-pull-quotes-and-why\/how-to-use-pull-quotes\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes.png\" data-orig-size=\"304,300\" 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=\"how-to-use-pull-quotes\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Call out to readers using callouts, aka pullout quotes or pull quotes.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes-300x296.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes.png\" alt=\"How to use pull quotes\" title=\"How to use pull quotes\" width=\"304\" height=\"300\" class=\"size-full wp-image-26255 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes.png 304w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes-300x296.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes-100x100.png 100w\" data-sizes=\"(max-width: 304px) 100vw, 304px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 304px; --smush-placeholder-aspect-ratio: 304\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26255\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/how-to-use-pull-quotes-and-why\/how-to-use-pull-quotes\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes.png\" data-orig-size=\"304,300\" 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=\"how-to-use-pull-quotes\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Call out to readers using callouts, aka pullout quotes or pull quotes.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes-300x296.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes.png\" alt=\"How to use pull quotes\" title=\"How to use pull quotes\" width=\"304\" height=\"300\" class=\"size-full wp-image-26255\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes.png 304w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes-300x296.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-use-pull-quotes-100x100.png 100w\" sizes=\"(max-width: 304px) 100vw, 304px\" \/><\/noscript><figcaption id=\"caption-attachment-26255\" class=\"wp-caption-text\">Call out to readers using callouts, aka pullout quotes or pull quotes.<\/figcaption><\/figure>\n<p>Actually, I think they\u2019re more like movie trailers. They show just enough of the best stuff to entice readers to buy a ticket for the full show.<\/p>\n<p>And that\u2019s the power of a provocative pull quote. If it\u2019s juicy enough, it can convince someone who\u2019s already decided to skip the story to give it another chance.<\/p>\n<h3>Pull quotes increase reading and more.<\/h3>\n<p>Why callouts? Because they:<\/p>\n<h3>1. Increase reading<\/h3>\n<p>In 2004, two Swedish researchers used an eyetracking lab to find out how readers view elements like callouts. After tracking 26 readers as they viewed 34 Nordic newspaper pages, the researchers found that pull quotes pull readers into the article. Specifically, readers:<\/p>\n<ul>\n<li><strong>Viewed stories with callouts before those without<\/strong><\/li>\n<li><strong>Read the callouts, usually right after they read the headline<\/strong><\/li>\n<\/ul>\n<h3>2. Boost communication<\/h3>\n<p>In a survey of academic research on pull quotes, two professors at the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill report that readers:<\/p>\n<ul>\n<li><strong>Better understand the important parts of a story<\/strong> when pull quotes draw their attention to important information<\/li>\n<li><strong>Are persuaded by the viewpoints<\/strong> represented in the callouts<\/li>\n<li><strong>Remember more information<\/strong> from vehicles that use more callouts<\/li>\n<li><strong>Find channels more enjoyable and readable<\/strong> if they use more callouts<\/li>\n<\/ul>\n<p>Plus, pull quotes make messages more memorable, according to David Ogilvy\u2019s research. \u201cThey are above average in recall tests,\u201d he wrote in <em>Ogilvy on Advertising<\/em>.<\/p>\n<h3>3. Multiply clicks<\/h3>\n<p>One blogger saw 800 clicks on a single tweetable quote, <a href=\"https:\/\/www.fastcompany.com\/3028656\/the-proven-ideal-length-of-every-tweet-facebook-post-and-headline-online\" target=\"_blank\" rel=\"noopener\">reports Kevin Lee of Fast Company<\/a><\/p>\n<h3>4. Make your message look easier to read<\/h3>\n<p>Pull quotes break up the text, providing visual relief. And if it looks easier to read, more people will read it.<\/p>\n<h3>How to write an effective pull quote<\/h3>\n<p>To make the most of this power point on your page:<\/p>\n<h3>1. Choose the most provocative point in the story.<\/h3>\n<p>What\u2019s your movie trailer? What\u2019s going to transform committed nonreaders into readers?<\/p>\n<p>When my team writes these design elements for our health care system clients, we don\u2019t focus on the moment Grandpa came home well. Instead, we focus on the most dire moment in Grandpa\u2019s illness:<\/p>\n<h5 class=\"standalone\">\u201cIt felt like somebody stuck a knife in me and kept turning it.\u201d<\/h5>\n<p>Remember: Your callout doesn\u2019t have to be a quote. If it\u2019s not, drop the quotations marks.<\/p>\n<h3>2. Use \u201ctweetables.\u201d<\/h3>\n<p>Tools like ClickToTweet present important quotes visually and increase clicks and shares.<\/p>\n<h3>3. Keep the pull quote in context.\u00a0<\/h3>\n<p>Callouts carry persuasive weight, so make sure they reflect the point you\u2019re trying to make.<\/p>\n<h3>4. Place pull quotes carefully.\u00a0<\/h3>\n<p>To avoid frustrating readers looking for the quote in the text, place these graphic elements:<\/p>\n<ul>\n<li>Near the quote in the text<\/li>\n<li>Before the quote appears in the in text<\/li>\n<li>In the same order that the quotes appear in the text<\/li>\n<\/ul>\n<p>\u201cThe goal is to draw readers into your pages and to sell them on what\u2019s ahead,\u201d <a href=\"http:\/\/www.foliomag.com\/power-pull-quotes\/\" target=\"_blank\" rel=\"noopener\">writes John Brady<\/a>, \u201cnot to make them feel like they are watching a re-run.\u201d<\/p>\n<h3>5. Keep pull quotes short.\u00a0<\/h3>\n<p>Limit it to 10 to 20 words or two to four lines. Even better: Bring it in at under 280 characters to encourage tweeting.<\/p>\n<p>\u201cThe long-winded pull quote is more likely to turn off readers than sell them on the story,\u201d Brady writes. \u201cShort quotes often look like an eye chart when they dribble down a page; long quotes create a dense-pack look after four lines. In both instances, readability is endangered.\u201d<\/p>\n<h3>6. Don\u2019t reveal the ending.\u00a0<\/h3>\n<p>\u201cPull quotes that give away the ending are counterproductive,\u201d Brady writes. \u201cAs editorial marketing devices, pullquotes are intended to keep the reader in the story right to the last paragraph. Most readers still like to believe in Santa\u2019s clauses. They want to discover what\u2019s under the editorial tree for themselves.\u201d<\/p>\n<p>Finally, don\u2019t drop the pull quotes. These power tools are far too valuable for communicators to ignore.<\/p>\n<p>___<\/p>\n<p>Sources: John Brady, \u201c<a href=\"http:\/\/www.foliomag.com\/power-pull-quotes\/\" target=\"_blank\" rel=\"noopener\">The Power of Pull Quotes<\/a>,\u201d <em>Folio<\/em>:, Nov.1, 2005<\/p>\n<p>Jana Holsanova and Kenneth Holmqvist, \u201cLooking at the Net News: Eye Tracking Study of Net Paper Reading,\u201d <em>Mediekulturer<\/em> (Stockholm), 2004, pp. 216-48<\/p>\n<p>Rhonda Gibson, Joe Bob Hester and Shannon Stewart, \u201cPull Quotes Shape Reader Perceptions of News Stories,\u201d <em>Newspaper Research Journal<\/em>, March 22, 2001<\/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 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memorable<\/p>\n","protected":false},"author":6,"featured_media":26255,"comment_status":"open","ping_status":"open","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":[301,372,12973],"class_list":{"0":"post-26254","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-display-copy","8":"tag-callouts","9":"tag-headline","10":"tag-pull-quote","11":"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>How to use pull quotes and why<\/title>\n<meta name=\"description\" content=\"Call out to readers using 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