Today I have something that is almost more of a tip than any deep strategy or understanding.
I had a client want me to look at one of their promotions, and they sent me something that looked like this, that was at the bottom of their weekly email:
Name of class. Information about the class, more info, more info… several sentences that all read well, and were perfectly fine, and interesting, and well-written. There were actually a few sentences in the description, and I didn’t have really any edits. It was from the heart, it was concise, and there you go. And pertinent. It really was a fine promotion at the end of her email. And then my client mentioned that there were only two spots left in italics. And had the link to the program here.
If you’re communicating in any way, I want you to understand a simple thing that is way too easy to overlook.
Design is how your audience accesses your heart.
Now, when I use the word “design” I don’t mean fancy, expensive design, although it can include that, and sometimes it’s really, really worth it.
But honestly, what I mean at its most simple, is just giving some thought to how people are reading/accessing your words.
This world is distracting. Assume that the person reading your email, or post, is distracted, and may bounce away and come back to what you are writing a few times.
The design, the format, how you present your words can make the difference between someone getting it and just totally skipping by.
Dark clothes at the side of the ride on a stormy night
When we’re working hard on crafting our content, we’re intimate with every word. We think everything is extremely visible.
We’re the person standing on the side of the road, after dark, in dark clothes. Those oncoming cars with bright headlights absolutely can see us because, hey, it’s us. I’m super aware of myself, I’m a full grown person, so naturally they are, too.
Except they aren’t. They don’t see you, except at the last second as they flash past, if they see you at all. That’s why reflective clothing, and/or standing well back from the edge of the road is safest.
Good news: Effective design changes can be super simple.
Thankfully, you don’t have to resort to neon to have your words read. But, some simple changes that you can do can make a huge difference.
Let me give you a few things to think about:
- Center-justified text is hard to read in paragraph form. You want always left-justified.
- We’re trained to think of italics as something that isn’t important, a footnote, something that we can ignore. Only use italics for single words or extremely short phrases to give them emphasis… if at all.
- Too many color changes make for challenging reading, because every time there’s a big color change, the brain has to adjust to it.
- If your favorite color is not dark and clear, no matter how beautiful it is, don’t use it for text. Dark black, dark blue, dark green, dark, with the most contrast possible against a light background, just makes for easier reading.
- Subheads help people who are skimming, or distracted and trying to come back, re-enter your text easily.
- The link is the THING. If you want someone to click, make the link super visible.
- Your most important point, put it at the top, right under the headline, or make it the headline.
Here’s the changes I suggested for my client:
Name of class.
Only two spots left.
Information about the class, more info, more info… several sentences that all read well, and were perfectly fine, and interesting, and well-written. There were actually a few sentences in the description, and I didn’t have really any edits.
It was from the heart, it was concise, and there you go. And pertinent. It really was a fine promotion at the end of her email.
Take a look: Name of program as link to the sales page
Note that I suggested: make a subhead with the name of the class, the two spots left which is what they wanted to emphasize in bold right under it, the text about the offer is left-justified, and broken up into two smaller paragraphs, and the link to the program is in bold, on it’s own line, with a clear invitation to click.
You rarely need sophisticated, usually just kindness and empathy.
These kinds of simple changes can make a world of different in readability. Plus, there is a deep kindness in them, because you are thinking about the environment they are in, and making it as easy as possible on them to access what you’re saying.
This is even more important when you are trying to convey something nuanced, or complex. Making the format easy removes one more piece of friction, so they can put their full attention on actually taking in what you’re saying.
What simple design changes do you do, or do you notice, to make your work easier to read?
with love,
Mark Silver, M.Div.
Heart of Business, Inc.
Every act of business can be an act of love.
Instagram?
Okay, this is strange- I can be a really late adopter, and honestly, we’ve had this IG account for a long time… but only recently started doing anything with it.
I’m actually looking to be joyful with it, experimenting with MUCH shorter videos, and wanting to play with collaborations with folks in a more informal way. It should be fun!
Anyway, if you like ‘gram and want to connect with me there, here we are:
@heart_of_biz
Marketing to Strangers
You know that marketing is something you have to do. it doesn’t have to be gross, it doesn’t have to be scary. It can be fun. It can be in alignment with your values.
Join me? Five week course, pay from the heart pricing. Tested with hundreds and hundreds and hundreds of clients over the years.
Starts in September.
Check it out: Marketing to Strangers
