Ten Tips for Writing Better Print Publications

1. Decide the purpose of your piece.

It will affect the design and tone. Do you want to communicate late breaking news (such as a legislative alert) or to produce a mailing that will be kept for some time or read by many people? The "action now" piece should look hot off the presses. The "keeper" piece should have a look of quality: a look that will make the recipient reluctant to throw it away.

2. Be regular.

A newsletter or other periodic publication should come out on a regular schedule. It says a lot about your dependability and organization.

3. Decide what attention you want to grab.

Decide what parts you want to grab the reader's attention, and what parts you want read thoroughly. Setting white type on a black background or using sans-serif typefaces will grab attention, stop the reader and be difficult to read. Such devices are useful for highlighting headlines and bad news. Information that you want read should be in easier to read serif type, and with an easy on the eyes design. (Note that the rules are different for web design).

4. Use humor.

Consider a bit of humor. It's eye catching, memorable and humanizes your company or organization.

5. Include contact information on every piece you produce.

Don't forget to tell people where they can find you. Put the company address, phone and a contact person on each and every publication: newsletters as well as brochures, cards or whatever. Pieces that are parts of kits often get separated.

6. Make titles work.

Make sure your titles and captions give information. many of your readers will read nothing else.

7. Be clear.

Clarity is better than clutter, in design and in language. Different audiences respond to different styles: make sure your style communicates your message and image.

8. Make incremental changes.

A consistent identity and a familiar look are memorable trademarks. Also, it's easier to fix one change at a time. For example, don't go from traditional printing to digital, switch layout programs, add color and change length all at the same time. Limit the variables until the kinks are worked out.

9. Analyze reading time.

Analyze how long it takes to read the piece. Will your readers give it that time? Why should they?

10. Delegate.

Consider using outside help if you only need a writer once in a while, or your staff is overworked, or you need another perspective. I work only when you need me and I produce high quality work on time. I look forward to working hard for you.