Check your copy for impact

Check your copy for impact

Writing for impact

  1. Do the headline and graphic work well together? The two should complement each other, adding impact not competing for attention.
  2. Does the writing attempt to communicate information that would be better handled graphically? Certain types of information, like numbers, lists or statistics, are often best handled in charts or graphs.
  3. Does the writing use short, simple words? This is one of the most well-known, most often ignored principles of copy writing. Effective copywriters use short words where larger ones will do, regardless of the education level of their audience.
  4. Are the sentences short? This is the second best-known, most-often-ignored principle of copywriting. Strive for one thought per sentence. Two at the very most. Mastering the art of writing short sentences will make your copy readable. When copy stalls, readers bail out.
  5. Are the paragraphs short? Rule of thumb: no more than nine lines per paragraph. Five or six is best. The shortness of paragraphs sends a vital, immediate message to readers. It says 'We're going to be quick and easy to read. We won't take up too much of your time or make you think too hard. We are non-threatening.'
  6. Does the writing end with a call to action, preferably coupled with a clincher? A clincher is a closing line that plays off the creative idea or style of the piece. Like the punch line of a joke, it pulls together all that has gone before. It is memorable, persuasive and appropriate.

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