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VA Copywriting

DIY Copywriting

6/26/2006

Less is more, more is less and everything old is new again

The brochures we copywriters wrote a decade ago contain more than double the amount of words that’s appropriate for brochures by today’s standards. The way we write, present and read Web copy has changed how readers receive and absorb their printed information. Today, they’re really scanning rather than reading.

What are we seeing today and what are people expecting:
* Straightforward headlines and sub-headings that don’t make readers guess;
* Half—and sometimes less—of the amount of words traditionally found in pre-Web print collaterals;
* Words that are emphasized by being italicized, bolded, colored or otherwise;
* Graphics, like photography or charts, that underscore the copy and are understandable with a brief glance;
* One idea per paragraph;
* References to a client’s website, online portfolio, e-store, etc.
posted by Get It In Writing, Inc. at Permanent Link