Print Marketing 101: Lesson #4

Copywriting Checklist

All great marketing materials start with a sound editorial concept and well-written copy.  Make your printed pieces as effective as possible by following these basic copywriting guidelines:

• Consider the audience you are trying to attract; "get inside their heads"

• Focus on benefits, not features; show why whatever you are promoting is the right choice for your reader

• Write headlines that command attention

• Use strong leads that will “hook” the reader

• Keep it short; be sensitive to the fact that people are busy

• Write in an active voice.  Correct: The man called the dog. Incorrect: The dog was called by the man.

• Use a conversational tone with simple language anybody can understand

• Stay away from industry jargon and too many “buzz” words

• Include a call to action, such as “buy now,” “visit our website to order,” “get a free sample”

• Make sure your marketing piece is “skim-able,” meaning there should be plenty of white space, brief-yet-informative headlines and subheads, bullet points, etc. People are looking for "nuggets" of information, not the great American novel.

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