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Focus Your Message
First
An Article by Stephen R. Clark
A well done print piece combines the best writing with the best
design. But the message comes first before you start writing or designing. Your
message is the essence of what you want to communicate to the reader that
results in them taking a desired action.
If you’re creating a brochure, what do want people to do after
reading it? It could be a passive action, such as “I want them to know that I am
here and what services I have to offer.” It could be direct action, such as “I
want them to contact me within 30 days to take advantage of a time limited
special offer.”
If you’re creating a general information piece, then your writing
will be more general – broad strokes as opposed to tiny details. The design will
be tied to your “corporate identity” and the materials used will need to be more
enduring since you hope it will get filed away for future reference (heavier,
richer paper stock, maybe coated).
If you’re promoting a special offer, the design can be more
creative, the text must be very specific since you need to provide all of the
details of the offer, and the materials can be less enduring (lighter paper
stock, one or two colors of ink, etc.).
Determine your message and the action desired, then carefully
craft the text, and finally, choose an appropriate design to get the reader’s
attention.
If you’re stuck, give me a call. I’ll be happy to work with you
to create your message and your design.
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