What Print Copywriters Can Learn from the Web
So much of today's reading is done online that the way people read has begun to change. This does not mean that people are not reading printed materials, but only that they read print in a different way. Print copywriters would do well to adjust their styles of writing to accommodate the recent changes. Let's take a look at how web chat, blogs, and articles have affected the way people read so your next booklet, poster or even postcard printing piece actually gets read.
Readers Scan Pages
Perhaps it is the enormity of information on the web that drives individuals from one page to the next. They rarely stop on a website long enough to fully read it. The time they do spend on each page is spent checking out the layout and looking for key pieces of information. The rest of the time is spent scanning.
Meaningful Headlines Create Substance
When people look at websites and copy for booklet printing, they look at the pictures and graphics first and read the headlines and subheadings next. If your subheadings are packed with information, you can still get your message across. Write subheads that makes a solid point and then use your text body to expand for those who still like to read every word on the page.
Images Should Reinforce Your Message
When you are purposeful about your graphics and photos, they can become part of your sales pitch or argument. If you are really good, you can use images to make your audience curious enough to actually read your text. Images are what make readers pause long enough on a web page to read the headings; keep this in mind for booklet printing as well.
Use Pyramid Writing
When surfers are searching for certain information online, they simply scan each page as quickly as possible to see if it contains what they need. Websites have to be quick to grab the reader's attention, and so do booklets. If the point is not obvious, then your website or booklet printing will get passed over. Therefore, put all of your important points in first the headline, then subheadings, and finally the body text.
Numbers and Bulletins "Chunk" Up Your Texts
It is easier to take in information that is well organized and broken up into smaller sections. Internet blogs and articles are written this way because it works. Use this method for booklet printing and your booklets will be far better understood and more easily read.
Don't Mince Words
If you are biased about something, don't be afraid to show it. Readers will grasp your topic more quickly if you lay out your opinion clearly. Also, when you compare ideas, you show that you are knowledgeable about both sides of the argument. Being knowledgeable works to make you a credible writer and being opinionated gets you noticed.
To sum up, break up your information so that it is easy to read. Get straight to the point. Keep your mind open to the fact that not every word you write will be read, so make the important words stand out. This way, you will be readable to web gurus and print gurus alike, making your booklet printing one that everyone in your audience wants to read.
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