{"id":3619,"date":"2021-03-24T00:01:56","date_gmt":"2021-03-24T04:01:56","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=3619"},"modified":"2021-04-14T12:27:04","modified_gmt":"2021-04-14T16:27:04","slug":"communicate-dont-decorate-for-creative-content-marketing","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/03\/communicate-dont-decorate-for-creative-content-marketing\/","title":{"rendered":"Communicate, don\u2019t decorate, for creative content marketing"},"content":{"rendered":"<h2>Creative copy can attract or distract<\/h2>\n<h5>\u201cProse is architecture. It\u2019s not interior design.\u201d<\/h5>\n<h6>\u2014 Ernest Hemingway, Nobel Prize-winning novelist<\/h6>\n<figure id=\"attachment_26140\" aria-describedby=\"caption-attachment-26140\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26140\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/communicate-dont-decorate\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate.png\" data-orig-size=\"300,300\" 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=\"communicate-dont-decorate\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Creative copy is powerful&lt;\/strong&gt; It attracts attention, helps people learn and remember \u2014 even makes them more creative, according to the research. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/rear-view-businesswoman-looking-business-strategy-210178021&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Sergey Nivens&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate.png\" alt=\"Communicate, don\u2019t decorate\" title=\"Communicate, don\u2019t decorate\" width=\"300\" height=\"300\" class=\"size-full wp-image-26140 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate-100x100.png 100w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26140\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/communicate-dont-decorate\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate.png\" data-orig-size=\"300,300\" 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=\"communicate-dont-decorate\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Creative copy is powerful&lt;\/strong&gt; It attracts attention, helps people learn and remember \u2014 even makes them more creative, according to the research. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/rear-view-businesswoman-looking-business-strategy-210178021&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Sergey Nivens&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate.png\" alt=\"Communicate, don\u2019t decorate\" title=\"Communicate, don\u2019t decorate\" width=\"300\" height=\"300\" class=\"size-full wp-image-26140\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/communicate-dont-decorate-100x100.png 100w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/noscript><figcaption id=\"caption-attachment-26140\" class=\"wp-caption-text\"><strong>Creative copy is powerful<\/strong> It attracts attention, helps people learn and remember \u2014 even makes them more creative, according to the research. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/rear-view-businesswoman-looking-business-strategy-210178021\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by Sergey Nivens<\/em><\/a><\/figcaption><\/figure>\n<p>Study after study shows that when you add interesting, concrete details to your message, people remember them \u2014 sometimes to the exclusion of less fascinating, more abstract ideas.<\/p>\n<p>But the power to attract may also <em>distract<\/em> readers from your main idea. If your &#8220;seductive details&#8221; don&#8217;t illustrate your key points, they can:<\/p>\n<ul>\n<li><strong>Draw attention away<\/strong> from more important ideas (Luftig &amp; Greeson, 1983)<\/li>\n<li><strong>Disrupt text processing<\/strong> (Garner, Gillingham &amp; White, 1989)<\/li>\n<li>Cause readers to\u00a0<strong>forget the important information<\/strong> while remembering the interesting stuff (Baird &amp; Hidi, 1984)<\/li>\n<\/ul>\n<p>\u201cInteresting but unimportant information frequently disrupts the learning of more important ideas,\u201d writes Suzanne Hidi, associate member, Ontario Institute for Studies in Education, Centre for Applied Cognitive Science.<\/p>\n<h3>\u2018The seditious dealings of seductive details\u2019<\/h3>\n<p>Indeed, say two researchers at Texas A&amp;M University.<\/p>\n<p>Ernest T. Goetz and Mark Sadoski reviewed the literature on \u201cthe seductive detail\u201d and found these problems with that assumption.<\/p>\n<table border=\"1\" cellspacing=\"0\" cellpadding=\"3\" class=\"pinktable\" style=\"background-color:#fff; width: 90%;\">\n<tbody>\n<tr>\n<td style=\"width:30%; text-align:center; font-weight:bold;\">Study finds \u2026<\/td>\n<td style=\"width:30%; text-align:center; font-weight:bold;\">But \u2026<\/td>\n<td style=\"width:30%; text-align:center; font-weight:bold;\">So you should \u2026<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:30%; font-size: 18px;\">Readers who read a three-paragraph message with three extra sentences of colorful details remembered fewer of the main ideas than those who read the message without the extra sentences. (Hidi &amp; Baird, 1988)<\/td>\n<td style=\"width:30%;font-size: 18px;\">By adding three extra sentences, the researchers made the message 40% longer. The longer a message gets, the less readers remember, so it only makes sense that they remembered less of the longer piece than the shorter one. Plus, sticking three extra sentences into a coherent argument may make it less lucid. (Goetz &amp; Sadoski, 1995)<\/td>\n<td style=\"width:30%;font-size: 18px;\">Make room for concrete details by editing out some of the blah-blah from your message. By my estimation, abstract background information makes up nearly half of most organizational messages is. Get rid of that, and you\u2019ll make your piece shorter <strong><em>and<\/em><\/strong> more colorful.<\/td>\n<\/tr>\n<tr>\n<td style=\"width:30%;font-size: 18px;\">Participants read one of three versions of a message: 1) One with colorful details that signaled the main ideas with the italicized word <em>Important<\/em>; 2) one with colorful details and no signaling; 3) one with no color and no signaling.<\/p>\n<p>Those who read the text with colorful details and no signaling remembered fewer of the main ideas than those with no colorful details that signaled the main ideas. (Hidi, Baird &amp; Hildyard, 1982)<\/td>\n<td style=\"width:30%;font-size: 18px;\">Which came first: the signaling or the color? It\u2019s impossible to know whether the lack of signaling or the colorful details made the difference. (Goetz &amp; Sadoski, 1995)<\/td>\n<td style=\"width:30%;font-size: 18px;\">Why choose between color and \u201csignaling\u201d? The best writers use <a title=\"display copy\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/\" target=\"\" rel=\"noopener noreferrer\">display copy<\/a> to lift the main ideas off the page and help readers learn and remember your key messages.<\/p>\n<p>And \u2026 we can certainly do better than labeling key information <em>Important<\/em>.<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:30%;font-size: 18px;\">Participants who read a passage about theoretical physicist Stephen Hawking with an opening paragraph about Hawking\u2019s brilliant career and tragic health understood and remembered as many of the main ideas \u2014 about such topics as the Grand Unification Theory \u2014 as those who read the more abstract, \u201cboring\u201d version. (Garner &amp; Gillingham,1991)<\/td>\n<td style=\"width:30%;font-size: 18px;\">That\u2019s no surprise. People remember concrete sentences and paragraphs about historical figures 200% to 300% better than abstract sentences and paragraphs. Moreover, people remembered an abstract sentence 70% more when it\u2019s preceded with a concrete sentence than when it\u2019s introduced by an abstract sentence.<\/p>\n<p>Researchers call this the \u201cconceptual peg hypothesis,\u201d which means that concrete information serves as a mental peg on which readers hang related information to use later. (Goetz &amp; Sadoski, 1993)<\/td>\n<td style=\"width:30%;font-size: 18px;\">Show and tell, then show and tell, then show and tell, then do it again.<\/p>\n<p>The <a title=\"feature-style story structure\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/\" target=\"\" rel=\"noopener noreferrer\">feature-style story structure<\/a> begins with a concrete lead. And weaving concrete and abstract sentences makes for a story that moves from meaning to interest and back again.<\/p>\n<p>So write like a rollercoaster, riding up and down the hierarchy of abstraction. Give your readers a concrete peg to hang your important abstract information on.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>So are readers being \u201cbewitched by distracting details, bothered by incoherent text or bewildered by incomprehensible abstractions?\u201d the researchers ask.<\/p>\n<p>Not on your watch. Instead of adding irrelevant but colorful details, illustrate your important points with relevant concrete details. Make the important interesting, and people will remember your message \u2014 main points as well as colorful details \u2014 for far longer than if you bored them to death with important abstraction.<\/p>\n<h3>Avoid \u2018Visual Vampires.\u2019<\/h3>\n<p>Call these interesting but unimportant elements \u201cVisual Vampires.\u201d That\u2019s PreTesting\u2019s term for images that attract audience members in television ads but that don\u2019t draw them to the product.<\/p>\n<p>PreTesting is a Tenafly, N.J., company that gauges consumers\u2019 reactions to ads by measuring their \u201csaccadic\u201d eye movements, or how fast their eyes vibrate.<\/p>\n<p>Ads featuring men with\u00a0<a href=\"http:\/\/www.usatoday.com\/money\/advertising\/adtrack\/2007-09-16-wendys_N.htm\" target=\"_blank\" rel=\"noopener noreferrer\">wacky, red, pigtail wigs<\/a> (Wendy\u2019s), dogs wearing dentures (Citi) and an exotic woman stretching (Hormel) all grabbed attention. But they failed to keep it long enough to for viewers to read the copy or hear about the products.<\/p>\n<h3>Build an argument.<\/h3>\n<p>So take a tip from Hemingway. Ask, are your creative elements architecture, helping you build your argument? Or are they interior design, just putting wallpaper over your message?<\/p>\n<p>If they\u2019re interior design, they could be distracting readers from your key ideas. Instead, support your abstract, important ideas with concrete, interesting material.<\/p>\n<p>Remember: It\u2019s not enough to make your copy interesting. Our job is to, in the words of James Fallows, national correspondent for <em>The Atlantic Monthly<\/em>,\u00a0\u201cmake the important interesting.\u201d<\/p>\n<div id='MC-AOS-OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-38\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" 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: 1px; margin-bottom: 5px; background-color: #ffffff; 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\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds at <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling<\/strong><\/a>, our content-writing training workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/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\/writing-classes\/business-storytelling-training\/\" 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\/writing-classes\/business-storytelling-training\/\" 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<p>___<\/p>\n<p>Sources: Suzanne Hidi, \u201cInterest and Its Contribution as a Mental Resource for Learning,\u201d\u00a0<em>Review of Educational Research<\/em>,\u00a0Winter 1990, Vol. 60, No. 4, pp. 549-571<\/p>\n<p>Kenneth Hein, \u201cBeware of Visual Vampires, Warns Measurement Firm,\u201d\u00a0<em>Brandweek<\/em>,\u00a0Nov. 26, 2007<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creative copy can attract or distract<\/p>\n","protected":false},"author":6,"featured_media":26140,"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":[170],"tags":[178,223,233],"class_list":{"0":"post-3619","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-creative-copy","8":"tag-creative-copy","9":"tag-creative-writing","10":"tag-story-structure","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>Communicate, don\u2019t decorate, for creative content marketing<\/title>\n<meta name=\"description\" content=\"Creative copy is powerful. 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