But too often, companies focus on the look of a piece, neglecting that all-important message.
I am amazed at the effort companies put into the aesthetics of a brochure or Web site and then completely overlook the message. I talked to Janalee Card Chmel, a Denver-based freelance writer, about her brochure and Web site writing experience, and she offered some advice.
Don't be generic. If your copy could be used by any other company in your industry, don't even bother – it can do more harm than good.
Put a little of you into it. Share the character of your company in the very tone of your words. No need to get flip or silly. Remember, you don't need jokes to let your reader know you are approachable or use unrecognizable words to prove you are intelligent. Instead, the tone and cadence of the words can share your company's style.
Don't make readers scroll on your Web site. Web site users typically lose interest in a page if they have to scroll through too much copy; put your most important message first. Hire a professional writer to do this for you because it is very hard for "insiders" to cut through the background noise.
