Writing and layout

Seven tips to improve your writing

01 Jun, 2020 Writing and layout

Professional travel writer and copywriter Jennifer Stevens advocates following 7 steps to improve the quality of your text. Expert copywriter John Forde is a fan of hers. 1. The Necessity Hatchet Is each of your paragraphs really necessary? Cut those that aren't. Now read what's left. Is each of your sentences necessary? Can you get your idea across using fewer of them? If so, trim. Jennifer Stevens, travel writer, opposite. 2. The Verb Meter ...

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The impact of using italics for printed text

01 Jun, 2020 Writing and layout

Italic body type is rarely used for expanses of text. Some writers and editors tend to think it is difficult to read. But is it really? Firstly, a definition. Italic type is serif type that slants slightly to the right of vertical like this and has more pronounced serifs than normal serif type.The first italic type, designed by Aldus Manutius in 1501, was based on the handwriting style of that time. Use of italics ...

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Widows in printed text are not a problem

01 Jun, 2020 Writing and layout

As a communicator producing various publications, you do more than merely write text – you also need to make decisions about the typesetting and layout of the text you write. A great help with this type of information is research conducted by Colin Wheildon, former editor of Australia’s largest motoring publication. With one million readers, Wheildon wanted to maximize the effectiveness of his printed words.   Image: Examples of widows, orphans and runts in ...

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Improve your copywriting by getting specific

01 Jun, 2020 Marketing communication, Writing and layout

Much of the copywriting for marketing communication is based on vague claims. By using specific terms and focusing directly on your strengths, your case will be stronger as well. Read in this article the steps you can take to sharpen your marketing text for better results. The article is available to you in a special Kindle collection of 12 top articles on communication campaigns for only $11.99 including tax. Click here to buy.

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Time to get excited about using better words than “excited” in your writing

01 Jun, 2020 Marketing communication, Writing and layout

Fake news! Many press releases over-excitedly announce information that has no real news value - it is in effect fake news. No wonder journalists delete most releases. PR staff are often under pressure to energize ordinary announcements and other information by hyping up the text to gain executive or client approval. However, those staffers usually haven't dug further to find any real news behind their breathless announcement, or have just gone through the motions ...

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Does a headline need a full stop or period?

01 Jun, 2020 Writing and layout

One of life's great questions :) - Should a period/full stop be put at the end of a headline or heading? Printed and online newspaper and magazine headlines don't seem to do it. But what about advertisements and media releases - Should the headlines finish with a period/full stop? Newspaper headlines Above image: Front page headline and subheading from the New York Times, 17 April 2020. The above image shows a New York Times ...

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