Sadly a great deal of marketing copy is never read. Readers have so much going on in their lives and not enough time to read everything put in front of them. You have to encourage people to read what you've written. So, as well as thinking about what you write you also need to consider ways to encourage your audience to read it.
Hopefully these tips will help you cut through and get your copy read, starting at the very beginning:
This may be obvious but the more sites you see the more you realise it really isn't. A font like Arial is a sans serif font, without the curly detail, making it easier to read on websites and emails. Traditionally serif fonts like Times New Roman were used in books. Should you require one font that fits all purposes then a font such as Tahoma or Verdana are recommended as they work equally well across your marketing portfolio.
2. Font size
Font size has an impact on how fast your copy can be read. In an ideal world everything would be written in 12 point font. On websites the font size is smaller, although this often requires a good designer who understands typography who will use specific fonts with wider line spacing to compensate for the smaller font size.
3. Font colour
Font colour also affects its accessibility. Pale fonts on a light background are hard to read with dark fonts on a dark background causing the same problem. Aim for high contrast with distinct difference between reading and action links.
4. White space
Not wanting to sound like your school teachers, but white space is as important here as it was in your exams all those years ago. White space is the design term for the empty space around your copy and despite the name it doesn't have to be white. The more white space the easier your copy is to read. White space can be increased by using wider line spacing.
5. Sentence length
Short sentences are powerful and add impact to your copy. However you should vary the sentence length as this maintains your reader's interest and prevents your copy seeming abrupt and unfriendly. Be aware though at the other end of the scale longer sentences make it harder for the time-restricted reader to scan read.
6. Keep your copy tight
Concise writing stops your copy sounding wordy and potentially pompous. In essence don't use 10 words when 1 will do. Of course there are exceptions to this rule, for example if you are creating copy for people where English is not their first language; use extra words and simple words that make your copy more easily understood. Considering your audience is paramount here.
7. Benefits not features
As humans we are selfish creatures so we always need to know 'what's in it for me?' Your copy should answer that question. Each feature needs to be translated into a benefit. Using the phrase 'which means that' helps you turn a feature into a benefit.
8. Attention grabbing headlines
A great headline needs to accurately represent your content and convince your reader to read on. Remember headlines are used when tweeting or sharing so make sure it's interesting enough to encourage viewers to click on it whilst browsing social media sites. The best headlines utilise the following: numbers, interesting adjectives, the what, why, how & when and demonstrate the value of the article to the reader.
Ensuring your web design is fully responsive with flexible layouts will ensure the best outcome whether on mobile, desktop or other device. Text should be optimised on responsive sites ensuring it is easily readable. There should be no need to zoom in to magnify and very few distractions. Mobile users are more likely to be focused on the one activity so a non-cluttered screen where the layout leans towards the functional rather than the artistic will work best.
Here at Corporate Innovations we take pride in the websites we produce so if you feel we can help you, give us a call.