Design to Sell

Fine-Tuning Body Copy Content and Formatting

The bulk of your marketing message is usually communicated in columns of text. When these columns are hard to read, the effectiveness of your messages dwindles to nothing. Here are the major problems involving text that undermine the credibility and readability of your message.

Problem 5: Planning and Editing Errors

Often, design problems are the result of planning and editing errors, such as:

Lack of clarity and purpose. No amount of “design” can rescue a publication that lacks a purpose, call to action, and obvious message hierarchy. Time spent planning often reduces time spent designing and revising.

Long sentences and paragraphs. Good design cannot compensate for excess length. Beware of long ...