That’s how much space you have to tell part of a story intriguing enough to persuade a reader to open your email, read your press release, or tap on a story on their mobile phone. How do you cram that much goodness into such a small space?
Start with the 4U rule recommended by the American Writers and Artists Association:
Let’s look at a couple of examples using our clients. For example, InfiniteZ makes a product called zSpace that makes a virtual holographic display intended for use by any complex application that requires highly detailed manipulation. You could write a fairly bland headline that goes something like this:
“zSpace pioneers new medical imaging system for surgeons to perform remote work in virtual holographic environment.”
Let’s try a second pass at the headline.
“zSpace lets your surgeon phone in your surgery.”
It also came in at 46 characters, well under the 55-character recommended limit.