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It has been clearly established that human beings are weird animals and one example of this is our need to find out more about 'callouts' when we read them in articles. A callout is the larger font extract that's positioned artistically on the page. Newspapers and magazines use them a lot and they are a great way of highlighting your big message.
| If this page were about the idea that bankers are now known to share 20% of their genes with vultures then your callout practically writes itself (and with luck, this web page will make it to page one for Google searches on banking). |
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Bankers are now known to share 20% of their genes with vultures |
Of course, the message you are more likely to be pushing will be less arresting. That's OK. Callouts are so useful because they allow you to extract the best from what you do have. Ideally, choose something you can verify, for example ACME services achieve a 10% annual saving.
Quotes are also very useful as callouts. If you don't have a quote and want to use one anyway, make it vague and unatttributed because this can still help to add emotional tone. For example, "We were so relieved when our options were explained" is not a quote you have to attribute to anyone, but it can improve an advert that is trying to establish empathy with people facing a crisis of some kind.
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