BLUF: 4 Examples of High-impact Copy Inspired By this Military Tactic
Right before the Titanic sank, at around 1:00 a.m. on April 15, 1912, somebody sent the following telegram, an incredible — albeit sad — example of BLUF (Bottom Line Up Front):
CQD CQD SOS SOS = FROM MGY (RMS TITANIC) = WE HAVE STRUCK ICEBERG = SINKING FAST = COME TO OUR ASSISTANCE = POSITION: LAT 41.46 N. = LON 50.14 W. MGY
BLUF is originally a military communications technique, in which the conclusion — the most vital information and actions — is placed right at the start.
As a copywriting tool for your landing page, BLUF is effective for a few reasons, including:
- highlighting your best copy right away,
- reducing the likelihood of people bouncing due to lack of clarity and
- giving the reader what they need to make an informed decision (respect people’s time and intelligence and they’ll respect you).