make your own writing style
There seems to be the notion that the fewer words on an advertisement the less attention you need to pay to the writing.
Of course a brochure is going to need a lot of attention for the writing. You’ll likely spend a lot of time making sure the writing is just right and exactly what you need to garner a lot of attention, but what about the shorter advertisements?
Postcard printing is a good example of this. Postcards don’t often have a lot of writing on them when compared to other advertisements. This is one of the smallest, most compact styles of advertisement you’ll likely see. And because postcards need to grab attention really fast, often the focus with them is more on visuals than it is on words.
But this apparent wisdom that the less words you write the less attention you need to spend on them is completely opposite of the truth. When you have very little to say what you do say needs to be that much stronger. Even the smallest mistake or weakness is going to have that much larger of an impact because there are fewer words on the page.
A brochure gives you more room for error than you’re going to have with a postcard, and don’t think visuals are going to completely make up for a lack of strong writing. You need to grab a person’s attention fast, but once you have it are you giving them something high quality, or are you going to lose their attention just as fast as you gained it?
Think about headlines. A headline has a lot less words than the actual text beneath it, but the headline is harder to write, and more important to an advertisement, because this is what people are going to be initially judging the advertisement on. Apply the level of skill you do to your headlines to your postcards or posters or flyers.
No matter what you’re writing for, whether it’s postcard printing or a detailed brochures, you need to be sure that you’re going into it with the same level of dedication that you would any other kind of writing. Consider it the most important part of the advertising and make sure you do the best job you possibly can.
If something only has thirty words on it, people are going to be a lot more aware of every single word than they would for something that has three hundred words on it. You need to be sure that every single word is exactly what you want it to be and helps further your advertisement and increase the odds of a sale. Never let your writing slip because you think it isn’t as important. No matter what kind of advertisement you’re writing for, and no matter how long or short it is, the writing will always be what conveys your message, and you never want to mess up something as important as that.
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