How to format your copy for maximum impact
Today we’re talking about formatting. Some listeners may wonder about this. Talking about formatting. Not even writing. Just formatting.
But how you present your copy to clients will have a huge influence on how well they receive it. And clever formatting can make your copywriting a lot more readable to the end audience as well.
In this episode, Kate and Belinda share their thoughts and some pro-formatting tips for more readable copywriting.
Tune to learn:
- Why formatting is so damned important
- Fonts, sizes and spacing: our recommendations
- Clever formatting tricks to give your words more impact
- Good and bad list writing
- The biggest formatting mistakes new copywriting make
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Great podcast…but I was a bit disappointed that you neglected to mention one of our favourites: What to do when your client asks you to make the copy ‘pop’. Bold, exclamation point, bigger font, plenty of white space 🙂
Ha Trish! Formatting is definitely a great way to answer that common request.
There. Pop.
And all CAPPPPPPS!!!!
Kate! Belinda!! WOW!!! :p
I wish I’d discovered you sooner. Been listening to some of your podcasts when driving to & from work (only problem with that is that I can’t take notes). I was nodding all the way home with this one. I’ve been learning my copywriting elsewhere, and hadn’t come across the concept of formatting it for the client. Well, I could spend hours formatting (and did, today, but with Publisher documents), and have often quietly admonished myself for spending so much time attending to font choice, kerning, leading, choice of bullet, etc.
I saw a clear parallel, in the copy deck, with photography—my first career—and the advice from a wise pro: present the finished prints reverently, in a nice box, with tissue paper etc; that way, it was being given to the client as something of significant value, not just a print that cost less than a dollar to make; thereby underlining the value of the product.
I’d seen the term copy deck and wondered what it was. So obvious now—thanks.
As for the exclamation point, I also think there can be a place for it, but only if used very(!) sparingly.
What else was there? Dunno—no notes…
Will have to find how to leave a review on Stitcher; can’t find any way in the app.
Now to go and order a copy of the copy deck template…
Hey Duncan, thank you for your fab feedback. So agree with presenting your copy in a nice box with tissue paper – so to speak. Nicely formatted copy makes the reader focus on the messages, not the mess! Thanks again for lending us your ears.
Great stuff Duncan! Formatting your copy properly IS essential but beware of spending too much time on it – it can be a trap for detail oriented formatting nerds (like us 🙂
I love Kate’s line… “Nicely formatted copy makes the reader focus on the messages, not the mess!” we may need to go back and create a new meme!
You mention “conversions” on the front page of the copydeck… what does that mean?
Conversions are any successful action someone takes as a result of your marketing. It is mostly referred to in terms of sales but it could also be a download, like or share too!