Avoiding Mistakes in the Printed Word – and the Costs of
Putting Them Right
|
| By Beverley Moore, Writing
Point |
How To Get Your Message Across
Your message matters, or you wouldn't be spending time and money on design
and print. But it's the words that will make people take action. You
need skilled design to make your letter or flyer look good and to attract
attention,
but you need good words to keep people reading.
Persuasive writing is a skill, and it's essential to the success of all
flyers, letters and other marketing material. It's not something we tend
to learn at school – and it takes time.
Think carefully about whether
you have the time and the skill to create copy that is wellwritten, professional
and persuasive – and that will make your printing and design costs
worthwhile. There is absolutely no point paying to produce material that
isn't well written – it just won't work.
You could well find that the best way forward is to use a professional copywriter.
A good copywriter will ask questions and research the market, and you'll
find that they quickly grasp what's needed – and what's important to
your customers. They will give you a chance to comment on the first draft,
and should be happy to make amendments to take account of your comments.
Copywriting fees vary, but are roughly comparable to those for graphic
design. Ask for a price for the job rather than per hour, so you know
what to expect.
Some copywriters will also take over the management of the project for
you, saving you time by liaising with the designer and the printer.
If it's worth investing in design and print, it's worth investing in the
words. You can be then confident that the design and words will work together
effectively to achieve your objective.
Beverley Moore is a copywriter and consultant at Writing Point and
a qualified member of both the Chartered Institute of Management and the
Institute for Learning. Writing Point provides copywriting services as
well as training programmes to help staff understand the importance of
accurate, concise and meaningful written communication.
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