Design Tips: Layout: Will it sell?
Want to split from the herd? OK then, let's see what you can do to your copy to stand out:
Be sparing with the type faces, sizes, and colors you use, avoid a visual clutter and make it easy for the reader to identify components of your copy intuitively. Use more white space than you think you need! White space in the body makes your text easy to read and promotes confidence and easy for your reader (fertile selling ground). White space around your copy makes brings the reader's eye straight to it.
Avoid long paragraphs. Limit them to three or four sentences. This will help keep the readers attention. Consider concise but relevant sub-headings to segmentise and sort your copy. This will break up long text and allow people to scan for the information they want. Bullets - used sparingly - can also break up long copy, and allow you to be terse with your explanations.
Align all your graphics with each other and the text for a cohesive appearance. Be choosy and limit the graphics to ensure a clean, professional look, and to retain focus on your message.
If you want to shout out, then use Capitals in Headings and Sub-headings. But is that how you want to treat your reader? The magic is in the detail! Pay attention to the line spacing, ensure that sentences are complete and make sense.
Remember the 'WIIFM' or the 'What's in it for me' rule when writing your copy. Structure it so as to reflect the readers perspective rather than your own. Tell them what they want to know and it'll sell.
First impressions count, so you have to impress right from the start. If you don't capture the readers interest they won't read on. On the Net you have about 10 seconds to capture the reader's attention and in print you have about four or five paragraphs. Now go on to enhance your material and hence your marketing message!
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